DYLAN DAVID DISSECT    DEMYSTIFY 
GOOD BAD UGLY
 
 
WHAT
 
WHO
 
WHY STRATEGY   RESULTS
WORK
BREEZE ‘TORTURE TEST’
 
 
 
GOOD STRATEGY   RESULTS
 
BAD STRATEGY   RESULTS
ZV MAGAZINE ‘YELLOW CARD’
•  90,858 visitors •  8,106 eCards BAD STRATEGY   RESULTS TASTE
SEGO ‘MONUMENT’
GOOD STRATEGY   RESULTS the demand for vaccines preventing cervical cancer increased by 556%
 
‘ GINGERBREAD HAKA’
 
•  2,827 bakery votes to date •  26,170 hits per day GOOD STRATEGY   RESULTS
 
DIAMOND SHREDDIES
 
 
GOOD STRATEGY   RESULTS 319,987 Canadians have voted
CITY MAIL ‘LOG CABIN’
 
GOOD STRATEGY   RESULTS
‘ MAGIC SALAD PLATE’
BAD STRATEGY   RESULTS
TROJAN ‘VIBE’
GOOD STRATEGY   RESULTS
 
 
 
UGLY RIP OFF
 
CAJA BANK ‘SENSE & SENSIBILITY’
GOOD •  7,000 new customers  •  Over €2 million deposited in just  40 days STRATEGY   RESULTS
 
 
UGLY STRATEGY   RESULTS
CHARITY
‘ GIVE A FEW BOB’
•  £7m media interest •  Viewed by 83% of  UK population •  Regular Monthly donations increased  up by 580% GOOD STRATEGY ...
 
 
 
UGLY STRATEGY   RESULTS
HEARTLAND
 
INCREASED SALES BY 3% IN FIRST MONTH
 
 
 
 
Raised €170,000 more than any previous campaign
‘ SAFIYA’
OVER 60,000 LETTERS HELPED SAVE SAFIYA’S LIFE
SCOTTEX ‘STRONG MAIL’
 
AMBIENT
 
 
 
 
 
 
 
 
SINS  Lust  Gluttony  Greed  Sloth  Wrath  Envy  Pride
 
 
•  51 leads •  £1.17m in revenue •  £210,00 cost GOOD STRATEGY   RESULTS
END
GOOD BAD UGLY
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Adma forum gbu_final

  1. 1. DYLAN DAVID DISSECT  DEMYSTIFY 
  2. 2. GOOD BAD UGLY
  3. 5. WHAT
  4. 7. WHO
  5. 9. WHY STRATEGY  RESULTS
  6. 10. WORK
  7. 11. BREEZE ‘TORTURE TEST’
  8. 15. GOOD STRATEGY  RESULTS
  9. 17. BAD STRATEGY  RESULTS
  10. 18. ZV MAGAZINE ‘YELLOW CARD’
  11. 19. •  90,858 visitors •  8,106 eCards BAD STRATEGY  RESULTS TASTE
  12. 20. SEGO ‘MONUMENT’
  13. 21. GOOD STRATEGY  RESULTS the demand for vaccines preventing cervical cancer increased by 556%
  14. 23. ‘ GINGERBREAD HAKA’
  15. 25. • 2,827 bakery votes to date • 26,170 hits per day GOOD STRATEGY  RESULTS
  16. 27. DIAMOND SHREDDIES
  17. 30. GOOD STRATEGY  RESULTS 319,987 Canadians have voted
  18. 31. CITY MAIL ‘LOG CABIN’
  19. 33. GOOD STRATEGY  RESULTS
  20. 34. ‘ MAGIC SALAD PLATE’
  21. 35. BAD STRATEGY  RESULTS
  22. 36. TROJAN ‘VIBE’
  23. 37. GOOD STRATEGY  RESULTS
  24. 41. UGLY RIP OFF
  25. 43. CAJA BANK ‘SENSE & SENSIBILITY’
  26. 44. GOOD • 7,000 new customers • Over €2 million deposited in just 40 days STRATEGY  RESULTS
  27. 47. UGLY STRATEGY  RESULTS
  28. 48. CHARITY
  29. 49. ‘ GIVE A FEW BOB’
  30. 50. • £7m media interest • Viewed by 83% of UK population • Regular Monthly donations increased up by 580% GOOD STRATEGY  RESULTS
  31. 54. UGLY STRATEGY  RESULTS
  32. 55. HEARTLAND
  33. 57. INCREASED SALES BY 3% IN FIRST MONTH
  34. 62. Raised €170,000 more than any previous campaign
  35. 63. ‘ SAFIYA’
  36. 64. OVER 60,000 LETTERS HELPED SAVE SAFIYA’S LIFE
  37. 65. SCOTTEX ‘STRONG MAIL’
  38. 67. AMBIENT
  39. 76. SINS  Lust  Gluttony  Greed  Sloth  Wrath  Envy  Pride
  40. 79. • 51 leads • £1.17m in revenue • £210,00 cost GOOD STRATEGY  RESULTS
  41. 80. END
  42. 81. GOOD BAD UGLY

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