Porta DM DICTIONARY by Madre

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Industry Alcoholic drinks & Tobacco
Media Direct marketing
Market Argentina
Agency Madre
Director Armando Bo, Luciano Podcaminsky, Andres Salmoyraghi E Alice Gomes
Released June 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: PORTA HNOS
Product/Service: FERNET 1882 - ALCOHOLIC DRINK
Agency: MADRE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MADRE, Buenos Aires, ARGENTINA
: Advertising Agency (Madre)
: Production Company (Rebolución)
Director: Armando Bo (Rebolución)
Director: Andrés Salmoyraghi (Rebolución)
: Post Production Company (Pickle)
Media placement: Radio- Zozobra - Radio - May 2009
Media placement: Radio- Fernandino - Radio - May 2009
Media placement: Radio- Inadmisible - Radio - June 2009
Media placement: Radio- Jaimito - Radio - June 2009
Media placement: TV- Dictionary - TV - June 2009
Media placement: Web- Zozobra - Web - May 2009
Media placement: Dictionary Kit - Direct Marketing - July 2009

Describe the brief/objective of the direct campaign.
Fernet is a popular alcoholic drink in Argentina. When we launched 1882 Fernet, we focused on the numeric aspect of its name and expressed it in the most eccentric and bizarre ways we could come up with. To take the brand forward, we decided it was time to communicate the fernet bit. We had to move from a niche audience to a broader range of consumers.

Explain why the creative execution was relevant to the product or service.
We established a 100% real dialogue with the Academy, asking them to include fernet in the dictionary. The request and the reply we received were published in the newspapers. They accepted the request and promised to give it course! But they would only do this in four years time, along with the forthcoming edition of the dictionary. That’s why we aired a commercial announcing the launch of our own 1882 dictionaries (including fernet, of course). Fernet being a category with a numerous cult of passionate lovers, such a nerdy show of fernet passion has proven to be efficient in drawing the attention of new consumers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For some strange and startling reason, the word fernet does not appear in any Spanish language dictionary, despite being a widespread and popular drink. The idea was to get the Royal Spanish Academy to correct this error. For this purpose, we used a varied series of channels to contact the Academy and let people know our request.

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.
Both the Argentine Academy of Letters and the Royal Spanish Academy promised to include fernet in the forthcoming editions of their dictionaries. Websites, newspapers and magazines covered this news and we thus managed to take the brand forward, approaching new consumers in a meaningful and innovative way.