Components of the IMAGINE program direct-mail package
Mail a well-produced videotape on the architectural use of laminated glass and brochures in six languages to 12,000 architects around the world. Package it in an elegant and reusable box embossed with the floor and ceiling plans of the first crystal palace ever built.
Offer viewers a chance to look at buildings by top architects around the world and include laminated-glass applications of which recipients may not have been aware. Make available through a mail and telephone response system useful technical information (in print and on diskette), case histories and a directory of all glass laminators worldwide. Vet and coordinate the program with the laminators to develop additional goodwill. Follow up with a directory of vendors, a computer diskette containing a program for calculating purchases and an ongoing program of mailings.
Spinoffs, Tie-ins and Media Play
From the footage shot for the videotape, we produced a 30-second spot for network and cable use. Broadcast during the DuPont Golf Tournament, it was seen in 88 countries around the world, on CBS, ESPN and the BrightStar network.
From the same footage, we produced a 16-monitor videowall for use in industry trade shows and tied the product in with DuPont's complete line of construction industry products.