This presentation takes us through some of the most creative and effective Direct Marketing and Direct Response campaigns, and reveals some rules which help us to break the existing rules and direct our mind to highly creative areas and new ideas. Some of the themes of this presentation: * Don’t think DM, and create amazing Direct results * Going out of digital to create surprising ideas for direct digital response * Including PR as a key factor for successful direct concepts and ideas * Destroying for creating, the” Shiva” principle in creativity * Can we really draw the line between DM and the Non DM? does it make sense anymore? Keynote Speaker: Yonathan Dominitz Founder of Mindscapes

1. The Rules for breaking
DM creativity rules
Tools for developing DM ideas & campaigns
Yonathan Dominitz

2. Awarded creative ideas
Common thinking patterns

3. Practical thinking tools

4. Task: Launch a new online career
platform for freelancers in Belgium

5. Target:
get 5000 subscribers in 1st month

6. Insight:
many freelancers are not paid on time

7. Duval Guillaume Brussels
Direct Cannes Lion 2011

8. Problem: decrease in business due to crisis

9. Insight:
in these times it’s harder to justify
an expensive lunch to the CFO

10. Expense Report Generator
Direct Cannes Lion

11. Expense Report Generator

12. video

13. Results:
Measured media impressions
38,954,308

14. Results:
150,000 set of receipt downloaded in
two weeks

15. Results:
Reservations up in 15%

16. • The brief:
Promote a new book-
a romantic adventure novel,
through Direct Mailing.

17. • Insight:
Reading a tear- jerking book
Indeed provokes tears .

19. Results:
• Sales reached the level forecast for the
whole month within the first week!

20. Results:
• 70% of readers addressed ordered the
book before the official sales launch.

21. + +
Pattern?

22. Create a Product/ Service

23. Create a Product/ Service
Transform the message/ brand idea
into a new product or service

24. Create a Product/ Service
Promote and communicate it

25. Create a Product/ Service
Through the exposure to the new
product/ service the awareness of
the core brand/message is reinforced

26. Nelka case- Costa Rica

27. The client's Brief:
Attract foreign tourists

28. The problem:
Small budget

29. idea:
Instead,
address Local drivers

30. The Insight:
Drivers complain about the
bad conditions of the roads

31. phase I:
launch an anonymous website
www.costaricaholes.com

32. Phase I
www.costaricaholes.com

33. Phase II- the branding of the blog

34. Results:
100% of fleet rented
95% of renters were local

35. MTV Australia

36. The task:
Attract new young
subscribers

37. The problem:
youth mistrust advertising

38. The challenge:
Advertising
Which doesn’t look like
Advertising?

39. Snoop Dogg

42. Lowe & Rivet Sydney, Australia.
MTV Australia

44. Results:
X 3 more new subscribers

46. Doritos
+ +
Pattern?

47. Fight For a Cause

48. Brand Cause

49. DM
Social media cause Blogs
Mobile

50. sympathy
Brand Cause
awareness

51. Crispin Porter + Bogusky, USA

52. HAKUHODO Japan

54. + +
Pattern?

55. Sabotage/ Removal

56. Sabotage/ Removal
Remove or sabotage one of the existing
components of the
product / company / medium
and develop a communication idea
based on this apparent sabotage.

57. Sabotage/ Removal
product
product
Brand/company
Medium
World of Consumer

58. Sabotage/ Removal
product
product
Brand/company
Medium
World of Consumer

59. Sabotage/ Removal
product
product
Brand/company
Medium
World of Consumer

60. What are these tools good for?

61. What are these tools good for?
They can not replace talent!

62. What are these tools good for?
Open the mind for more possibilities

63. What are these tools good for?
Inspiration

64. What are these tools good for?
Give clear directions as for where to
begin looking for new ideas

65. What are these tools good for?
these directions are fertile with new
creative possibilities

66. What are these tools good for?
Time saving

67. What are these tools good for?
Helpful for discussing ideas
agency & clients

68. Thank you.