DM WANTED by Doubleyou

Adsarchive » DM » » WANTED


Pin to Collection
Add a note
Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Spain
Agency Doubleyou
Executive Creative Director Daniel Solana
Creative Director Xavi Caparrós
Art Director Blanca Piera, Mari Carmen Gainza, Ilaria Totaro
Copywriter Jesús Revuelta
Released May 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: ATRÁPALO
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Executive Creative Director: Daniel Solana (DoubleYou)
Creative Director: Xavi Caparrós (DoubleYou)
Copywriter: Jesús Revuelta (DoubleYou)
Account Director: Anna Escorial (DoubleYou)
Account Manager: Luis Ortiz (DoubleYou)
Art Director: Blanca Piera (DoubleYou)
Art Director: Ilaria Totaro (DoubleYou)
Art Director: Mari Carmen Gainza (DoubleYou)
Media placement: Press - Spanish Press: El Pais, El Mundo, La Vanguardia, Qué?, 20minutos - 01 May 2009
Media placement: Wildposting - Madrid And Barcelona Wildposting Circuits - 01 May 2009
Media placement: Emailing - Atrapalo Clients Database - 01 May 2009
Media placement: Facebook - Facebook - 01 May 2009

Describe the brief/objective of the direct campaign.
There was no briefing. No briefing, nor commission, nor budget.

Explain why the creative execution was relevant to the product or service.
We counted on the public to help in the mechanics of this backwards promotion. We didn’t have a budget for this, so we launched the search with just one press advert and a wild posting in Madrid and Barcelona, asking people to help us find the girl. We also used social networks such as Facebook. And of course we had invaluable help in the form of the Atrápalo client database.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One day a girl appeared in a street survey on a TV news programme. The interviewer was asking people: “What would you miss most if the Internet suddenly disappeared?” And she replied spontaneously: “Atrápalo and the holidays you can get on it”. This was the start of a communication action or the end of a promotion. We already had our winner. Now all we had to do was arrange everything else. The prize: An all-expenses-paid trip that very weekend to NY... although we had to hunt down our winner to be able to give it to her.

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.
Our search didn’t go unnoticed. It appeared in the press and sprang up on hundreds of blogs. People said to each other: “Look what Atrápalo is doing”. We more than fulfilled our profile-raising objective. At last we found the girl and she jetted off happily with her boyfriend to New York. But we also found something else apart from the girl. An intelligent way of telling people that, if they are ever interviewed on television and they give us a five-second spot, Atrápalo will reward them for it. Now we’re just waiting for the new winners of other backwards promotions.