HAMISH
DIRECT MAIL CAMPAIGN
HIGHLAND FAYRE HAMISH DIRECT MAIL
ILLUSTRATED STORIES
ILLUSTRATION DETAIL
Highland Fayre
Challenge
To increase customer spend and loyalty.
Background
When Perthshire based Highland Fayre commissioned Ocean to help them capitalise on their current customer base for their luxury hampers, we knew the solution was an innovative direct mail campaign. With loyalty a key focus, it needed something distinctive to attract and engage customers, leading ultimately to increased product sales.
We Delivered
- Business solution
- Direct mail campaign management
- Creative concept development
- Illustration
- Storyboarding
- Copywriting
How we did it
Working with one of the UK’s leading illustrators, we created ‘Hamish’, a traditional but highly original West Highland Terrier, as a visual representation of the Highland Fayre brand – outgoing, fun-loving and loyal, exuding quality and charm. From here we created a series of printed and electronic cartoon strips, with clever and humorous illustrations, a dramatic plot and witty one-liners. Each mailer stimulated desire for the products – from Hamish helping himself to some goodies, to a well-planned hamper heist – with highly visible product placement. And each one ended with a clear call to action and a time-led incentive promotional offer just a phone call away. Delighted with customer response to the Hamish campaign, Highland Fayre commissioned a second series for the run-up to Christmas 2010.
Outcome
“This was our first project with Ocean and we found it to be an enjoyable experience. Ocean are good communicators and they managed our account efficiently and professionally, fulfilling all our expectations and delivering well on timelines. However above all, Ocean are creative and they fully interpreted what we were looking for. The quality of the mailers they produced for us was extremely high. The illustrations were excellent and the storylines fun. We were so pleased with the Hamish character they created, we have now adopted him for our website too.”
Highland Fayre