Bradesco DM WISH TREE by Isobar Sao Paulo

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WISH TREE

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Industry Banking & Financial Services
Media Direct marketing
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos, Jean Boechat
Art Director Henrique Mattos, Fuku
Copywriter Charles Faria, Daguito Rodrigues
Released September 2010

Credits & Description

Category: Financial Products & Services
Advertiser: BANCO BRADESCO
Product/Service: BANK
Agency: AGE ISOBAR
Date of First Appearance: Sep 16 2010
Entrant Company: AGE ISOBAR, São Paulo, BRAZIL
Creative Director: Carlos Domingos (Ageisobar)
Copywriter: Daguito Rodrigues (Ageisobar)
Art Director: Henrique Mattos (Ageisobar)
Copywriter: Charles Faria (Ageisobar)
Art Director: Fuku (Ageisobar)
Creative Director: Jean Boechat (Ageisobar)
Web Designer: Rodrigo Buim (Ageisobar)
Media placement: Tweet - Twitter - 01 September 2010
Media placement: Website - Internet - 01 September 2010
Media placement: Pot - Direct Mail - 21 September 2010

Describe the brief/objective of the direct campaign.
Banco do Planeta (Planet's Bank) is the environmental arm of one of the biggest Brazilian banks, Bradesco. They wanted to approach their website followers in The National Arbor Day (September 21st), creating a unique and personal experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of sending a traditional direct mail, we created something different: what if you thought of a word, watered a pot and a plant was germinated exactly as the word you had imagined? That's what one of the largest Brazilian banks did at the Wishing Tree project.

Explain why the creative execution was relevant to the product or service.
First, we invited our website followers to dream with us: they had to choose a word to represent their desire for a better planet: union, attitude, respect or peace. On Arbor Day, thousands of people received a small pot. Few days later, the surprise. The chosen word from the website was born recorded in the plant.

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.
Banco do Planeta's website received lots of emails and pictures by the people, thanking for the gift and saying that their dreams came true. The experience was so intensive that Bradesco repeated the idea in tens of events during 2010, with a total of more than 10.000 seeds and pots.