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Hour Long Letter

Awards: RSVP Craft Best Copy Winner

Entrant: DraftFCB

Nominee: APN News & Media

Entrant Credits: Jane Jamieson, Leisa Wall, Melissa Forrest, Kate Heatley, Emily Bellringer, Tony Clewett, James Mok, Eric Thompson

Nominee Credits: Roz Sedgwick, Jacqueline Freeman, Shayne Currie, Greg Hornblow, Andy Hammond

Entry Rationale:

The Herald on Sunday campaign, “A Sunday mind is an open mind,” was aimed at media agencies in order to drive advertising sales. With the average reader spending at least an hour reading the Herald on Sunday, DraftFCB crafted a 34-page long letter containing over 13,000 words that would take an estimated hour to read.

Despite a cynical, time-poor audience, Herald on Sunday received 70 full-page ad bookings for the month of October – an increase of 29 full-page placements and a 79.5% increase on the previous October’s sales.

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