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Award: Wood Pencil

Wood Pencil / Direct / Direct Mail / 2015

In the UAE, business cards slipped under apartment doors are common. Unfortunately so are cockroaches. When pest control company Boecker wanted an innovative, low-cost way to get through in a crowded market, JWT Dubai combined the two. Unique business cards identified if your apartment had a pest problem. If you had cockroaches, they would eat away the edible ink, revealing the message: you need Boecker. By targeting and distributing cards in towers known as pest hotspots, JWT achieved a response rate 9% higher than with normal business cards in the market.

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