THE KEYRING THAT MIGHT SAVE YOUR LIFE by Publicis Impetu Montevideo for Alejandra Forlan Foundation

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THE KEYRING THAT MIGHT SAVE YOUR LIFE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Uruguay
Agency Publicis Impetu Montevideo
Creative Director Esteban Barreiro-Mario Taglioretti
Producer Sebastián Petta, Betania Corts
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: ALEJANDRA FORLAN FOUNDATION
Product/Service: CHARITABLE ORGANISATION
Agency: PUBLICIS IMPETU
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: PUBLICIS IMPETU, Montevideo, URUGUAY
Creative Director: Esteban Barreiro (Publicis Impetu)
Creative Director: Mario Taglioretti (Publicis Impetu)
Account Director: María José Caponi (Publicis Impetu)
Account Manager: Mauricio Minchilli (Publicis Impetu)
Producer: Sebastián Petta (Publicis Impetu)
Producer: Betania Corts (Publicis Impetu)
Sound Design: Andrés Méndez (TONO)
Sound Design: Hernán González (TONO)
Media placement: Keyrings Delivery - Direct Mailing - 20 april 2010
Media placement: Website Upload - Web - 20 april 2010

Describe the brief/objective of the direct campaign.
In its first anniversary, Alejandra Forlán Foundation wanted to create an action for the press, sponsors and potential sponsors. The problem: there was no budget for this.

Explain why the creative execution was relevant to the product or service.
The keyring looked like a normal keyring, but it wasn´t. It was made with a part of a crashed car. In a website named www.millavero.com.uy (translated as mykeyring.com.uy), Alejandra Forlán told the people the story of the keyring. The story totally transformed the meaning of the present. After watching the video, the keyring started to function as a symbol of what happens if you don´t drive carefully. So, each time you would start the engine of your car, you will remember that story and you will be aware of the risks you have.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To solve the problem, we created a present, a direct mailing that could be memorable for the target. The solution was simple: we send a keyring.

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 sent 500 keyrings to very important people (media owners, journalists, bussinessmen, Marketing Directors). We spent only 1500 dollars. Almost all the 500 people entered the site and viewed the video. Most of them continued their trip in the Foundation page and read a lot about the work done in its first year. Unexpectedly for us, the story of the keyring appeared in newspapers and TV. Because of that, Alejandra Forlán gave a lot of interviews and spread the message.