New Work: J.G. Wentworth
If you’ve ever watched daytime network TV, chances are you’ve heard at least one of J.G. Wentworth’s infamously catchy, award-winning advertisement jingles. This past holiday season, the publicly traded company “jingled all the way” to Munroe Creative Partners in search of a creative solution that was just as stimulating.
Seeking to drive results for Q4, we were tasked with creating a Black Friday direct mail promotion that would incentivize prospective customers to call for more information. Understanding that our work had to be differentiated from the heaps of competing mail pieces delivered during the holidays, we knew we had to lower the barriers to entry as much as possible and make the promotion simply irresistible.
Working directly with our client, we landed on a colossal giveaway—with up to $750,000 in prizes. High impact prizes like big-screen TVs and game consoles tantalized the prospective customers, and were fittingly featured on an oversized die-cut tree, emulating an ideal assortment of holiday gifts.
In coordination with the high-impact imagery, the copy was bold, straightforward and actionable. In addition, we topped the “tree” with a star-shaped scratch-off game piece, to enable interactivity and build intrigue. Finally, we enclosed the piece in a transparent cellophane envelope, giving it a distinctive finishing touch.
While we were extremely pleased with the final creative, we were even more thrilled with the results. The 2014 holiday giveaway didn’t just build further upon a strong brand; it out-performed expectations, and even gained significant traction among historically challenging audience segments. In other words, it was a great way to close out the year!