DIRECT TO DIRECTORS by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Association for Assistance to Handicapped Children (AACD)

DIRECT TO DIRECTORS

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Director Leonardo Barbosa, Radesco, Ricardo Murdoch
Creative Director Diego Araujo, Fred Siqueira
Copywriter Estevão Queiroga
Editor Luis Totem
Agency Isobar Sao Paulo
Art Director Gustavo Terra
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: AACD
Product/Service: DISABILITY CHARITY
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.okiki.net/2009/aacd/uniquetypes/filmes/en/
Chief Creative Officer: Raphael Vasconcellos (AgênciaClick Isobar)
Executive Creative Director/Copywriter: Juliana Constantino (AgênciaClick Isobar)
Creative Director: Fred Siqueira (AgênciaClick Isobar)
Creative Director: Diego Araújo (AgênciaClick Isobar)
Creative Director/Copywriter: Eduardo Battiston (AgênciaClick Isobar)
Art Director: Gustavo Terra (AgênciaClick Isobar)
Copywriter: Estevão Queiroga (AgênciaClick Isobar)
UX Designer: Fabrício Teixeira (AgênciaClick Isobar)
Motion Designer: Fernando Colares (AgênciaClick Isobar)
Production Assistant: Andreia Cequete (AgênciaClick Isobar)
Technology Director: Edson Sueyoshi (AgênciaClick Isobar)
Developer: Robson Dantas (AgênciaClick Isobar)
Developer: Leonardo Souza (AgênciaClick Isobar)
Developer: Mônica Machado (AgênciaClick Isobar)
Developer: Danilo Martins (AgênciaClick Isobar)
Account Manager: André Chueri (AgênciaClick Isobar)
Project Manager: Douglas Bocalão (AgênciaClick Isobar)
Director: Leonardo Barbosa (Colméia)
Director: Radesco (Colméia)
Director: Ricardo Murdoch (Colméia)
Cinematographer: Tiago Tambelli (Colméia)
Editor: Luis Totem (Colméia)
Colour Grading: Murilo Peres (Colméia)
Media placement: Direct Video - UniqueType's Website - 29 / April / 2010
Media placement: Twitter Message - Twitter - 29 / April / 2010

Describe the brief/objective of the direct campaign.
To reach the top 10 creative directors from Brazil and persuade them to use the Unique Types in their ads. Unique Types are font types inspired by children with physical disabilities.

Explain why the creative execution was relevant to the product or service.
Rather than invite each one of these creatives with direct mail, personal visit or a gift, we created one video-invites for each of them and posted them on-line, one video per day, using twitter to make the message get to them. This way we engaged the role creative community into the cause, asking their help to get these 10 creative directors to watch their personal video.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using digital tools on this direct campaign changed the way people think about the problem, engaging a powerful community that have the power to leverage good causes.

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 had a 90% response rate. 9 of the 10 creatives accepted publicly the invitation (until today). Some of them in a matter of minutes, others, after 2 days, but everytime they accepted the invitation, all the creatives that were aware of the campaign, felt encouraged to dive in with them. We needed 10 views for the videos. We got more than 26.000, in 10 days.