Brazilian Ministry Of Health DM EFFECTS OF CRACK by Master Comunicacao

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Brazil
Agency Master Comunicacao
Creative Director Humberto Fernandez, Flávio Waiteman, Victor Afonso, Felippe Motta
Art Director Eduardo Tavares
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Feb 9 2010 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Copywriter: Felippe Motta (Master Comunicação)
Art Director: Eduardo Tavares (Master Comunicação)
Creative Director: Flavio Waiteman (Master Comunicação)
Creative Director: Victor Afonso (Master Comunicação)
Production: Gottan (Master Comunicação)
Agency Producer: Thaysa Bono (Master Comunicação)
Chief Creative Officer: Flavio Waiteman (Master Comunicação)
Media placement: Community Application - Facebook - 9 February 2010

Describe the brief/objective of the direct campaign.
The Brazilian Ministry of Health wanted to reach young middle-class Brazilians who, in the past year, became one of the fastest-growing groups of crack users.

Explain why the creative execution was relevant to the product or service.
Effects of Crack demonstrated on Facebook what happens when people try crack in the real world. It was one of the Brazilian Ministry of Health's largest efforts targeting a young middle-class audience with a message against crack.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An application called Effects of Crack was created specially for Facebook. The users received an invite to experience the Effects of Crack. Once the application was installed users immediately lost their friends, photos and communities that used to be on their Facebook profile, proving that when crack enters their lives they lose everything.

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.
In less than two months, more than 50,000 users installed the application and spread invitations on their personal network. The initiative received coverage from the press, appearing on several blogs, web sites and newspapers.