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What hugging cruets and joined-up marketing have in common

Answer: Econsultancy. Let me explain…

Econsultancy have a brilliant new event called JUMP (which we helped launch a few months ago). It’s the most exclusive “online meets offline marketing” event of the year, and it brings together senior marketers to learn about best practice integrated marketing – all the innovations and developments where online and offline come together.

Econsultancy called us in to help create a high-impact introduction pack for the cream of the guest list: big marketing cheeses from the UK’s top brands.

The pack we designed and wrote included a welcome letter, an invitation to JUMP and a special ticket to encourage our chosen few to invite their colleagues.

The last thing was to come up with a gift to go with the rest of it. It had to be eye-catching and encapsulate the whole point of JUMP. We found the perfect thing: little hugging salt and pepper pot people in the JUMP colours: green and white. We wrote a tag to go round their little necks with the strapline “Online and offline: playing nicely together since 2010”, which we think sums up the whole idea.

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The pack was high impact but not-so-high-cost thanks to a plain, white box, branded with a big, green Jump sticker. A nest of wood wool kept the ceramic guys from chipping.

The result: a lot of buzz, tweets and responses from marketers (including people at Nokia and elsewhere) and a new event that’s landed well and truly on the map.

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7 Responses to “What hugging cruets and joined-up marketing have in common”

  1. Doug Kessler

    A few tweets from #cometojump

    — Just remembered I had my @cometojump box underneath my desk – was delivered when I was blind so couldn’t figure out what it was. V.exciting!

    — Win ticket for @CometoJUMP by naming my condiMen http://twitpic.com/1tubp5

    — RT @rorybrown Great joined up promotions for @cometojump from @econsultancy – but I guess that’s the point… Looking forward to it.

    And a top entry in the Name the Salt & Pepper Dudes contest from @davidburgess00:

    — Cameron & Clegg – Polished, hugging in public but both thinking they would be better apart & Too much of both would probably kill you

  2. Doug Kessler

    And some email feedback:

    “I have my box! Looking forward to coming.”

    “I have. I love it. It is much in accord with my new thinking on the revival of the old world of marketing. Very fine magazine too.”

    “Box arrived. Thanks very much for it – looks great, good idea with the salt and pepper figures and very much caught the eye. Will be encouraging some off-line marketers to attend. Liked the video too!!”

    “Love the initiative and yes, got the box! Looking forward to the event.”

  3. John Bottom

    Lovely idea, well executed guys – it must be good to get praise from a competitor!
    John

  4. Doug Kessler

    Thanks John. It does feel good — especially from a respected competitor!
    (Credit for this one goes to Lucy Longhurst for the idea and words, Stuart Rothwell for the design.)

  5. Lucy

    Just learning from the master, Doug. (It was really a team effort though).

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