In order to activate the brand we created a record player from corrugated cardboard that folds down into an envelope for mailing.
The results far exceeded expectations; direct response was over 90% (unheard of for a direct mailer); it was featured on over 500 blogs including Gizmodo and Wired; Visits to ggrp.com spiked from about 50/week to over 70,000. It won at the Cannes Advertising Festival, London International and an honourable mention at the One Show. Each win contributed directly to the exposure of the GGRP brand to their target market: creative directors. Not bad for a project with a budget smaller than a home hi-fi.