WHAT DO YOU SEE HERE? by Matchpoint for EDICIONES Y ESTUDIOS

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WHAT DO YOU SEE HERE?

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Industry Business equipment & services
Media Direct marketing
Market Spain
Agency Matchpoint
Art Director Sara Mateo, Marta Lorrio
Released April 2009

Credits & Description

Category: Business Products & Services
Advertiser: EDICIONES Y ESTUDIOS
Product/Service: ADVERTISING THERAPY
Agency: MATCHPOINT
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: MATCHPOINT, Madrid, SPAIN
Entry URL: http://www.andthewinnerispedro.com/cannes2010
Chief Executive Officer: Segundo Casillas (Matchpoint)
Creative Director/Copy: Mercedes Moreno (Matchpoint)
Art Director: Sara Mateo (Matchpoint)
Art Director: Marta Lorrio (Matchpoint)
Online Art Director: Tatiana Lara (Matchpoint)
Media placement: Direct Mail - Direct Mail - 04/04/2009
Media placement: Ads (Differents Formats) - IPMARK magazine - 15/04/2009
Media placement: Banners - E-Newsletter IPMARK - 20/04/2009
Media placement: Site - http://www.laterapiadelapublicidad.com - 20/04/2009
Media placement: Fax - Fax - 10/05/2009

Describe the brief/objective of the direct campaign.
As the Beijing Olympics was a bit too far gone, IPMark Magazine (part of "Ediciones y Estudios", an editorial group responsible for professional events such as senior marketing forums, trade marketing forums and professional magazines) decided to bring the Olympics to Spain. The Advertising Olympics would have agencies, advertisers and media buyers fighting over the spots. Our mission: achieve the largest number of teams participating. Challenge: Find a name and an image for our Olympics. Solution: 'Advertising Therapy' because we can all do with a little therapy from time to time, can't we? 2009 challenge: Something dark was looming overhead. The strategy: Let the created name, Advertising Therapy, become a reality by making “patients” take the test and then providing them with a diagnosis.

Explain why the creative execution was relevant to the product or service.
The use of a free adapted Rochard Test was a huge success and this was confirmed in the presentation at the Forum of Marketing Directors as many of them already had their own interpretation. Another achievement was when the pieces became interactive pieces in which to express sensations and feelings about the crisis, at least for a while, and laugh about it. Transforming a standard poster into an interactive piece was an achievement. A fax, a means once forgotten in campaigns, demonstrated its effectiveness and came to the rescue.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Simplicity: There was nothing better to interpret the gloomiest year than a Rochard Test. “What do you see here?” The free interpretation by all our “patients” of the crisis and its problems and all materials would allow them to express what they saw, as well faxes sent to target audiences asking them for their vision of the crisis, banners, posters, ads in IPMark magazine and websites where you could take the test. In 2009 we all needed therapy: the therapy of advertising. We had another challenge: get enough teams to create a 2009 Olympics of the agencies, without the usual events and congresses.

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.
The challenge was to ensure continuity in this 2nd year, therefore getting hold of at least 10 teams of 7 people paying for their registration. The result: 20 teams enrolled, enjoying the therapy and forgetting the crisis, at least for a day (and becoming heroes for one day). The objective was exceeded by more than 190%. Therefore, if we have managed to overcome 2009 how are we not to cope with the years 2010, 2011, 2012, 2013, 2014?