KNOWLEDGE

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Tomorrow launches DMrocket into top-10.

Last summer, The Tomorrow Group developed and launched SingPost's new direct mail brand DMrocket. Now, the brand has soared to sixth place among Direct Marketing Agencies in the "Agency of the Year" award in Singapore.

"It's the first time ever SingPost has been on the list," says Stefan Ronnquist, Managing Director of The Tomorrow Group. "So far, they have been seen as a post office, full stop. Now, they are looked upon as a one-stop full-service DM shop, which of course adds more value to SingPost."

The Tomorrow Group developed the strategy with the goal of making DMrocket a significant player in Direct Marketing in Singapore. When marketers and advertising agencies were asked to rank the best Direct Mail agency in Marketing Magazine's "Agency of the Year" award, DMrocket got top scores from marketing executives.

"Among the votes, almost all ranked DMrocket as the number one," says Ronnquist. "This is exactly what the strategy was about - to make DMrocket the shining star of DM in Singapore."

From zero to zenith

The launch of DMrocket is a full-scale branding project, where Tomorrow developed the strategy, name, website and the launch campaign.

"Originally, we were to develop an advertising campaign for SingPost's direct mail execution services," says Ronnquist. "But we immediately saw the opportunity for a grander approach.

"We recommended SingPost to go the full length and create a wholly new brand that could carry longer and hit harder than just another advertising campaign for DM."

"SingPost was brave," says Ronnquist. "In spite of Tomorrow being a new and totally un-known player in Singapore at the time, they fully embraced the proposed strategy."

Key word - impact

The name of the new brand had to be unique and promising, as well as being available as a .com domain. The agency developed a long-list of over 600 names. Out of them, some 120 were available with a .com extension. From a short list of 20 names, DMrocket was chosen.

"The launch advertising was developed backwards," says Ronnquist. "Instead of advertising what DMrocket could do, we asked ourselves what the buyers were interested in and advertised that."

Two print ads and DM pieces were developed, one with a restaurant theme and the other about travel. After the advertising was developed, Tomorrow identified two partners for the campaign. Trendy restaurant oosh! and Cathay Pacific were the final choices.

"The campaign was an instant success," says Ronnquist. "Out of some 2,000 people in the core target audience, a large number signed up on the new web site within a few weeks."

The result in the Agency of the Year award confirms the success. The former postal services company is now regarded as a top, full-service DM agency in Singapore.

With offices in Singapore, Hong Kong, and Shanghai, The Tomorrow Group specializes in business-to-business branding, marketing, and interactive solutions. Some clients are Finnair, Hoganas, Nederman, Scania, Shell, SingPost, Sony, Travelex and ZTE Corporation.

www.tomorrowasia.com

For more information contact:
stefan.ronnquist@tomorrowasia.com
M +65 9664 2594 or +852 9049 7825