CI Intercambio Design & Branding GERMANY by Media Contacts

GERMANY

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Industry Banking & Financial Services
Media Design & Branding
Market Brazil
Agency Media Contacts
Creative Director Luis Renato Constantino
Art Director Felipe Delphorno, Fabio Lemos
Copywriter Mateus Oliveira
Released October 2012

Credits & Description

Advertiser: CI CENTRAL DE INTERCAMBIO
Agency: MEDIA CONTACTS
Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertising campaign: GERMANY
Art Director: Felipe Delphorno (Media Contacts)
Art Director: Fabio Lemos (Media Contacts)
Creative Director: Luis Renato Constantino (Media Contacts)
Account Manager: Raul Lemos (Media Contacts)
Copywriter: Mateus Oliveira (Media Contacts)

Brief Explanation
To create a interesting and current communication that talks directly with the CI target audience: youths

Client Brief Or Objective
CI Central de Intercâmbio, one of the biggest services of cultural exchange in Brazil, had to launch its mobile site that presents tips of education, entertainment, culture, cuisine, economy and fun facts about several countries covered by the exchange programs of the company.

Implementation
Young people are always connected and looking for news. Based on this profile, we decided to transmit the experience of the new mobile site offering them what they most want when they travel: travel guides. So we came up with the QR Code Flags: minimalistic ads made from QR Codes. When scanned they provide tips and information about each country represented by the flag. The QR Code flags were published in specialized magazines and they could be detached becoming true pocket guides.

Outcome
More than reinforcing the brand as the leader in the segment, the campaign also resulted in great numbers that made CI think of a sequel to the QR Code flags.37.3% of open rate, more than double the avarage on the segmentImpressively 9.5 CTR10% traffic increase on the mobile site during the week the e-mail was sent.Thus, we achieved our goal, communicating the new mobile content and also offering a relevant message to the public of CI.