Agency:GyroHSR

Name of campaign: “Hobart Service Direct Mail” Launch Date: May 2010

Creative credits: Executive creative director: Tom Rentschler; senior art director: Jonah Otchy; copywriter: Barrett Condy

Why we liked it: We like frequency. There are five distinct mailers within this effort that drive home the availability and advantages of Hobart service contracts. The mailers are elegantly and thematically linked by the visuals, which feature different kids of restaurants signs. Some examples: a neon sign glowing “Hobart Service Open 24/7;” a chalkboard with the handwritten specials of the day, such as “service contracts” and “routine maintenance”; and a high-end restaurant sign reading “World famous Hobart service.” The body copy drives home the benefits: “Let Hobart Service keep your equipment running smoothly and get back up and running in the event of an emergency.” The best was a tin sign, which featured a lobster and the words, “Hobart Water Treatment—Always Fresh.” The mailers were also customizable, allowing Hobart service branches to include their own local phone numbers and other contact information, making the mailers their own.