EPISCOPALIAN MINISTRY IN HIV & AIDS: "MONIK" Direct marketing by Excell Ogilvy

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MINISTERIO VIDA
Product/Service: EPISCOPALIAN MINISTRY IN HIV & AIDS
Agency: EXCELL OGILVY
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: EXCELL OGILVY, Tegiucigalpa, HONDURAS
Chief Creative Officer: Miguel Mayen (Excell Ogilvy)
Creative Director: Carlos Escobedo (Excell Ogilvy)
Copy: Aida Araque (Excell Ogilvy)
Arte Digital: Luis Aguilar (Excell Ogilvy)
Directora de Cuentas: Janibell Suazo (Excell Ogilvy)
Media placement: Blog, Perfil Hi5 - Blog - 15 Oct 2009

Describe the brief/objective of the direct campaign.
Challenge Make young people, between the ages of 18 and 25, feel that HIV/Aids is closer than they might think.

Explain why the creative execution was relevant to the product or service.
We created a Hi5 profile called Monik, cool college girl, which would draw the target’s attention and establish a relationship with them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
After having more intimate contact with them Monik would reveal her 0+ status. During the second phase we created a blog where information about the Episcopalian Ministry in HIV and Aids (VIYDA) was posted.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We reached over 2,000 friends and had over 3,000 profile visits in seven days. Everyone involved received an important message from Monik and the Episcopalian Ministry in HIV and Aids (VIYDA). The media quickly picked up on the news and Monik became a representative of the VIH/Aids awareness movement.