Creativity can help reinvigorate direct.

OgilvyOne is a DMA 09 sponsor , so we’re using our print ad in the conference program (page 92) to be a proof of concept in how to re-inject creativity +  innovation into direct channels.

Print ad invites you to email a picture to hear a msg from D.O.

A print –> mobile experience

So instead of a traditional print ad, we’re putting out a print-to-mobile experience in which you take a picture of a JAGTAG with your smart phone and email or tweet it into an address. Minutes later, on your phone, you receive a video: “A Message from David Ogilvy for DMA Participants”:

David Ogilvy: “Ladies and Gentleman: I envy you. Your timing is perfect. You’ve come into the direct response business at the right moment in history…Direct response was my first love and later it became my secret weapon.”

The video ends with title cards: “50 Years Ago, Direct was the Future of Marketing. It still is. Join us.”

Lastly, people who want to join the movement can sign up on our mobile site for updates from re:direct.

The timing is perfect

I loved this clip when we found it and, yes, we believe it’s as true today as when he said it. JAGTAG has been terrific about doing this with us to deliver content through the phone, too.

We’re curious to see how this experience goes: what people say, how many engage with it, how many people join in from it— and we’ll report back.