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Challenge: Create a direct mail catalog—the first in its history to sell both products and services (e.g., call waiting).
Solution: Introduced a mystery theme and promotional overlay to the catalog (“solve the mystery of what’s new and best for you”). Originally, we developed a narrative woven throughout the catalog, with a mail-in challenge to solve the Mystery of the Ring. The client ultimately discarded the narrative/promotion, but we re-worked the mystery idea into a “mystery solved!” problem/solution hook.
Services Provided:
- Concepting
- Copywriting