This ad concept became the winning formula, lifting response by 115% and constantly exceeding CPA's.
With variations off the “cornerstone” concept, the PennyTalk® Print Ad formula grew the brand.
Today the PennyTalk® Calling Card remains one of IDT’s flagship products.
We know that the best work comes from collaboration, and when developing a print ad that “sells” form follows function. As William Bernbach wrote, “If your advertising goes unnoticed, everything else is academic”. The truth of this idea resonated with PennyTalk. Why? Because IDT’s strategy was to use only space ads to sell the product and hit projected CPA’s for continued marketing dollars.
Simply put, If the ads did not work, they would “pull the plug” on the entire project.
Strategic Marketing and our creative media buys kept us in the game for several months so we could explore a variety of creative concepts. Working together with IDT’s marketing team, we came up with a print ad and media strategy that formed the winning formula for success. It lifted response by over 115%, and constantly exceeded client CPAs.
This PennyTalk Print Ad became the workhorse for the brand. It’s beautiful because of
It’s performance: it sold product and built traction.
There were slight variations of the same theme, but the PennyTalk® Print Ad formula sold the product for over seven years in national pubs such as Time® Triple A Travel magazines, US News and Word Report.
Today the PennyTalk Calling Card remains one of IDT’s flagship products. We are proud of our contribution the success of the product through collaboration and inspiration.