Olympus Australia has just won a Bronze Direct Lion at Cannes International Advertising Festival, for the World Smallest Ad. Olympus sought to regain their relationship with buyers of high end microscopes. Sydney advertising agency Hoopernagel created the world’s smallest questionnaire and sent it to Olympus’s database of most valued microscope buyers on a slide. The direct mail piece could only be viewed under a microscope and drove the clientele back to Olympus’s website to check out products and services as well as gathering information from the client. Everything in the pack that was sent is what scientists actually receive when getting a specimen slide through the mail. This direct mail piece is currently under a review process to be accepted into the Guinness Book of World Records as the world’s smallest questionnaire.
Traffic hits to Olympus’s microscope website increased by 24% over the period that the direct mail packs were sent out and sales people were phoned up and personally thanked by many of the customers that had received the pack.
The World Smallest Ad was developed at Hoopernagel, Sydney, by copywriter/art director Jonathan Horner, art director/copywriter A. Chris Moreira, client manager Alessandra Ronacato, with Olympus marketing associate Sarah Humphrey, Mark Productions editor Mark Perry, and photographer Stephen Stewart. Microprinting was done by Frank Gavrilos at AC Labels.