91 Radio Rock DM CASE BUTTON SOCCER by J. Walter Thompson Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea
Art Director Ricardo Marques, Gustavo Costi, Rodolfo Amaral
Copywriter Marcelo Russo, Luis Carlos Franco
Released May 2009

Credits & Description

Category: Publications & Media
Advertiser: 91 FM RÁDIO ROCK
Product/Service: RADIO STATION
Date of First Appearance: May 2 2009 12:00AM
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
Chief Creative Officer / Creative Director: Mario D’Andrea (JWT)
Creative Director: Fabio Miraglia (JWT)
Art Director: Gustavo Costi (JWT)
Copywriter: Carlos Franco (JWT)
Copywriter: Marcelo Russo (JWT)
Production: Osmar Veiga (JWT)
Production: Fabiano Proença (JWT)
Media placement: Direct Marketing - Direct Mailing - 01/02/2010

Describe the brief/objective of the direct campaign.
The 91 Fm radio started to broadcast the games of the Brazilian Soccer League.

Explain why the creative execution was relevant to the product or service.
The gift was delivered to big companies. Concept: 91 Rock. Rock with soccer. Soccer with rock.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To promote the product and bring new advertisers to the radio, a piece was created uniting rock and soccer: a button soccer game presenting the Rock Stars.

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.
Great emotional attachment of clients. With only 2K dollars invested we achieved 260K dollars in annual contracts.