Klick Photopoint, the UK's largest photo development retailer, asked MediaCom to help them launch a direct operation. Problem was Klick was up against very well established opposition and the budget didn't allow for an expansive awareness campaign. In any case Klick's direct business would only take off when customers had actually got their pictures back cheaply and safely.
We concluded that direct response channels were going to be critical. Our research told us that Mail Order Developer's tended to be 25-44 year old, no-frills value hunters who enjoyed travelling, particularly weekends away.
We thought about holidays, travel, transport. We contemplated the direct response mechanism; an envelope that could expand enough to hold two rolls of film and yet folded completely flat. And after we'd thought about it long enough the 'Klick Bag' was born - an airline sick bag that could be used, if not for its original purpose, to post off films to Klick.
We approached easyJet with a proposal; Klick would supply sick bags / photo envelopes for a three month trial on UK routes. Half a million free sick bags certainly made sense to them. It made sense for Klick too as we were able to keep media costs to an absolute minimum.
Klick garnered an impressive haul of new customers, achieved at a cost per acquistion well within the already low target rate. But perhaps even more important than this for Klick was the cementing of an exclusive third party partnership which allowed them to steal a march on their opposition from day one.
"Starting up a new business division requires a lot of input and in our fiercely competitive sector we needed some great ideas to make an impact straightaway. MediaCom's 'Klick Bag' was more than just a great idea; it was a great idea that actually worked in the real world. It's gave us a new business channel and with it the further prospect of tapping into twenty million passenger trips a year."
