Posted by
Katie Shoard
April 28th, 2010

An alien encounter of the triggered email kind…

by Katie Shoard

The truth is out there

At Red C, as well as juggling our busy schedules, we have a number of Creative team projects and initiatives that bubble along throughout the year. These include filming and editing video case studies to researching search engine optimisation. This time around, our team got the tricky task of generating new business opportunities with our current clients.

Finding new business avenues for clients sounds easy, but there are lots of things you need to consider. Identifying potential oportunities requires a deep understanding of a brand and the directions in which it could and would want to expand. And that’s just for starters. On top of that, it has to be financially viable, fit in with wider brand and marketing strategies and be measurable in terms of return on investment.

So, we had a sit down. And a good long think. After a bit of head-scratching and lots of scribbling, we found a great opportunity to increase brand and product awareness for Swinton Insurance. We decided that by running a targeted email campaign that combined character with compulsive offers, we could drive more customer traffic online and give Swinton a ‘personality’ at the same time. Something insurance companies often lack.

BMW 2010 election-themed April Fools

So, we sat down with a year planner and jotted down the most significant events throughout the year and surprisingly, there were a lot of obvious links where they could be related back to products. Others were just fun. To our delight, Swinton loved our initial concepts.

Our first task was to come up with an April Fools’ Day email. April Fools’ are attempted by many but only a few ever seem to get the balance right. BMW’s press ads are a classic example of how to do it right. So we needed to think up an imaginary insurance product that was both ridiculous and almost feasible… thinking caps on.

When we came up with Extra Terrestrial Encounters Protection – an exclusive insurance product offered by Swinton to provide protection against alien abduction, we knew it was perfect. Not only did it make us giggle but the timing was great – the Ministry of Defence had just released files detailing the last fifty years of UFO sightings across Britain – so the media was full of it.

Michael Menkin and his special helmet

Michael Menkin and his special helmet

To expand on it further we found some weird and wonderful sites to link to, including our personal favourite http://www.stopabductions.com/. Its creator, American Micheal Menkin provides very detailed instructions on how to build a ‘thought screen helmet’ to prevent aliens from gaining control of your mind. There are some great testimonials to support it too:

“Since trying Michael Menkin’s Helmet, I have not been bothered by alien mind control. Now my thoughts are my own. I have achieved meaningful work and am contributing to society.

My life is better than ever before. Thank you Michael for the work you are doing to save all humanity.”

With only a week to turn the creative around, we knew we had to keep it simple. First we gave the email a compulsive subject line to prick the recipients interest: “Katie, the aliens are out there. Get covered with Swinton”. Then we made sure the email had clear navigation, quirky copy that spoofed Swinton’s typical tone of voice and some amusing links, including a video discussing the MoD release and a link to our friend Michael’s helmet website.

First Extra Terrestrial Encounters Protection email

This email was sent out on the 1st April at 9am. Then in the afternoon we sent out a follow-up email, telling everyone who may not have guessed that it was an April Fools’ and listing all the insurance products Swinton DO offer.

Follow-up email

The results from our heatmap analysis have been great with a high open and click-through rate. It has also came 3rd in Techradar 10 best April Fools’ Day hoaxes. Of course, we were chuffed that the open rate and click-throughs were so high but the best bit was reading the positive blog comments from customers – from digilounge describing it as ‘a nice little prank’ to members of a Capri owners website saying how refreshing it was to see ‘an insurance company with a sense of humour’. Here are a couple:

“I had a good humoured email this morning from Swinton’s the insurance brokers… Unfortunately, I can’t copy the email, which was well worded… I really like this sort of humour!

Unfortunately I can’t respond to Swinton’s email, otherwise I’d just let them know that I appreciated it!”

- from angieh, blogging on catsy.com

April Fools from Swinton Insurance. Got an Email trying to sell me UFO cover. Just in case you get abducted by Aliens. Love it. X

- from Giggirl76 Lucy Fulford on Twitter

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  • http://stopabductions.com Michael Menkin

    There is nothing funny or foolish about the thought screen helmet. It does stop aliens from abducting humans. I make them and send them to people all over the world for free. It takes me over four hours to make each helmet and I screen each person before I send them one.

    There is a page on the website labeled Intelligence.

    This is an enlarged version of what it says:

    INTELLIGENCE
    The aliens may be a million years ahead of us in technology, but they are still using physical forces which can be understood and controlled. The thought screen helmet demonstrates that the aliens communicate with some form of electro-magnetic energy and that form of energy, which may also be a form of telepathic communication, can be blocked or jammed. We are coming closer to learning about real alien technology by taking an intelligent approach to the problem.” – Michael Menkin

    “Intelligence is not what you know, but what you do when you don't know. ” – Piaget.

    John Holt's remarks about intelligence are given because he says that intelligence is not capacity, it is not more of the same thing, rather intelligence is a way one perceives the world and responds to it.

    John Holt on Intelligence, from His Classic Book, How Children Learn

    One thing we see in our intelligent children is that they are intensely involved with life. Rachel, Pat, Elaine, Garry, all are daydreamers. But Barbara, Betty, Maria, Ralph, and Hal spoke once of a love affair with learning. These children don't withdraw from life; they embrace it. We spoke once of a love affair with learning. These children seem to have a love affair with life. Think of the gusto with which Betty, or Barbara, or Sam tell even the simplest story about themselves.

    Intelligent children act as if they thought the universe made some sense. They check their answers and their thoughts against common sense, while other children, not expecting answers to make sense, not knowing what is sense, see no point in checking, no way of checking. Yet the difference may go deeper than this. It seems as if what we call intelligent children feel that the universe can be trusted even when it does not seem to make any sense, that even when you don't understand it you can be fairly sure that it is not going to play dirty tricks on you. How close this is in spirit to the remark of Einstein's, “I cannot believe that God plays dice with the universe.”

    On page 54 in the July 1958 Scientific American, in the article “Profile of Creativity,” there is the following apt comparison:

    The creative scientist analyzes a problem slowly and carefully, then proceeds rapidly with a solution. The less creative man is apt to flounder in disorganized attempts to get a quick answer. Indeed he is! How often have we seen our answer-grabbers get into trouble. The fact is that problems and answers are simply different ways of looking at a relationship, a structure, an order. A problem is a picture with a piece missing; the answer is the missing piece. The children who take time to see, and feel, and grip the problem, soon find that the answer is there. The ones who get in trouble are the ones who see a problem as an order to start running at top speed from a given starting point, in an unknown direction, to an unknown destination. They dash after the answer before they have considered the problem. What's their big hurry?

    Here are Elaine, the answer-grabber, and Barbara, the thinker, at work on the problem 3/4 + 2/5 = ?

    Elaine (adding tops and bottoms, as is her usual custom): Why not 5/9?

    Barbara: 5/9 is less than 3/4. She saw that since 2/5 was added to 3/4, the answer would have to be bigger than 3/4; so 5/9 could not be it. But this went right over Elaine's head.

    Elaine: Where's the 3/4?
    Barbara: In the problem!

    Yet I doubt that any amount of explaining could have made Elaine understand what Barbara was saying, far less enable her to do the same kind of thinking for herself.

    The poor thinker dashes madly after an answer; the good thinker takes his time and looks at the problem. Is the difference merely a matter of a skill in thought, a technique which, with ingenuity and luck, we might teach and train into children? I'm afraid not. The good thinker can take his time because he can tolerate uncertainty, he can stand not knowing. The poor thinker can't stand not knowing; it drives him crazy.

    This cannot be completely explained by the fear of being wrong. No doubt this fear puts, say, Monica under heavy pressure; but Hal is under the same pressure, and maybe I am as well. Monica is not alone in wanting to be right and fearing to be wrong. What is involved here is another insecurity, the insecurity of not having any answer to a problem. Monica wants the right answer, yes; but what she wants, first of all, is an answer, any old answer, and she will do almost anything to get some kind of answer. Once she gets it, a large part of the pressure is off. Rachel was like this; so was Gerald, and many others. They can't stand a problem without a solution, even if they know that their solution will probably be wrong. This panicky search for certainty, this inability to tolerate unanswered questions and unsolved problems seems to lie at the heart of many problems of intelligence. But what causes it?

    Some might say here that this is all a matter for the psychiatrists. I am not so sure. A person might well be distrustful in personal relationships and still have a kind of intellectual confidence in the universe. Or is this possible? And if so, can it be taught in school?

    There is one well-known psychiatrist who confirms Holt’s 50 year old observation, Dr. Stanley Greenspan, author of The First Idea: How Symbols, Language, and Intelligence Evolved from Our Primate Ancestors to Modern Humans.

    Dr. Greenspan is also the author of: Intelligence and Adaptation: An Integration of Psychoanalytic and Piagetian Developmental Psychology.

    Reviews of, The First Idea: How Symbols, Language, and Intelligence Evolved from Our Primate Ancestors to Modern Humans by Stanley Greenspan, MD

    In the childhood of every human being and at the dawn of human history there is an amazing and, until now, unexplained leap from simple genetically programmed behavior to language, symbolic thinking, and culture. In The First Idea, Stanley Greenspan and Stuart Shanker explore this missing link and offer brilliant new insights into two longstanding questions: how human beings first create symbols and how these abilities evolved and were transmitted across generations over millions of years. From fascinating research into the intelligence of both human infants and apes, they identify certain cultural practices that are vitally important if we are to have stable and reflective future societies.
    “Gives the reader a deeper appreciation of the power and formative potential of human emotional interaction…. Through their creative thinking about emotional interpersonal aspects of early human development, Greenspan and Shanker have helped us to find our bearings for the intellectual fight ahead.” -Nature

    Noam Chomsky is the best-known advocate of the view that language skills are hardwired into our brains, and Steven Pinker made this argument in The Blank Slate. Authors Greenspan, a professor of psychiatry and pediatrics, and Shanker, an authority in child- and ape-language studies, completely reject this theory, claiming instead that our ability to reason is founded not on genetics but on emotional responses by infants to their environment, with emotional interactions forming the missing link in the development of symbols and language. In line with other recent research that ties cultural practices to areas of human development long held to be biologically determined, they maintain that symbolic thinking has been molded by cultural practices dating back to prehuman species. The authors trace the development of language skills and personality from birth to old age with a 16-stage hierarchy of what they call “functional emotional development capabilities” ranging from “Regulation and Interest in the Word” to “Wisdom of the Ages.” In the last part of the book, they use these stages to examine major intellectual turning points and figures in history, such as the Greek philosophers, Descartes and Freud. This book should appeal most to readers working in psychology and child development, but its revolutionary ideas no doubt will lead to lively and well-publicized debates.
    Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. –This text refers to the Hardcover edition.

    From Booklist
    When and how did humans acquire the faculty of symbolic thinking? In this study of the origin of human intelligence, the nature-versus-nurture conundrum is no closer to resolution. However, the nurture side of the debate does get a boost here. Greenspan and Shanker, a child psychiatrist and a philosopher, respectively, explicate their 16-level “functional/emotional” framework to support the evidence about human intelligence that they have gathered from the fields of child development, animal (especially chimpanzee) communication, paleoanthropology, sociology, and the history of philosophy. Apart from building their construct, Greenspan and Shanker challenge the nature champions, such as neuroscientists Joseph LeDoux (The Emotional Brain, 1996) and Steven Pinker (The Blank Slate, 2002). Public-library interest is apt to be spotty yet definite for this rather formidable read (main ideas are expressed in polysyllabic phrases such as “co-regulated reciprocal emotional interactions”), especially with research-oriented readers willing to discern, as the authors do, millions of years of social (rather than genetic) evolution in a toddler's amazing mental growth. Gilbert

    About the Author
    Stanley I. Greenspan, M.D., Clinical Professor of Psychiatry and Pediatrics at George Washington University Medical School, is the author of internationally acclaimed books including The Growth of the Mind, and, together with T. Berry Brazelton, The Irreducible Needs of Children.
    Stuart G. Shanker, D. Phil. (Oxon.), Distinguished Research Professor at York University in Toronto and a leading figure in ape and child language research, is author of Apes, Language, and the Human Mind (with Sue Savage-Rumbaugh and Talbot Taylor).

  • Katie Shoard

    Dear Mr Menkin,

    Thanks you for your very comprehensive reply to my blog article.

    I understand you take your work very seriously and just to clarify, nowhere in my article did I suggest that there is anything 'funny or foolish' about your thought screen helmet.

    Your site was referred to as one of the 'weird and wonderful' links we found when doing our research, plainly because for those unaffected by alien mind control, the concept of alien abductions is a little 'weird', whilst for those whom you've helped would, I'm sure, consider your work to be 'wonderful'.

    The other link, to the Ministry of Defence spokesperson, was included alongside yours to give the email credibility. The MoD had just released details of UFO sightings and alien encounters reported in the UK over the last thirty years. I read some of these reports and there's no doubt that for those civilians and even the reporting policeman, those alien encounters were very real indeed.

    However, the concept of an insurance company selling insurance to safeguard customers against alien abduction is both funny and foolish – but then, that is the point of an April Fool.

    April Fool's Day is a old tradition that dates back in the UK to when the transistion was made from the Pagan calendar to the Christian calendar. It's just a harmless bit of fun, designed to raise a smile.

    Interestingly enough, the Swinton email goes out to a wide base of UK customers, very few of them will have been aware of the service you offer and a proportion of which, I'm sure, would be interested in the protection offered by your thought screen helmet.

    From our analysis we can see that your website received over 1500 click throughs from our emails, and countless forwards. So April Fool or not, our email, and indeed this blog, has helped to raise awareness of your helmet.

    Best wishes and keep up the good work.
    Kind regards,

    Katie

  • GirlFriday

    Hi Katie:
    I envy you Red C staffers. You seem to have exciting jobs where you learn more and more every passing day. I'm stuck here in an office that would make every slavemaster salivate.

  • Inkblots

    I sometimes worry about cannibalising our current client base, but think about it, these are probably the easiest people to sell your business to. Not only do they have first-hand experience with how you work, but also how well you work.

  • Inkblots

    Thanks for sharing your experiences on this aspect here. Much appreciated!

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