AN ENVIABLE POSITION by Proximity Lisbon for BBDO

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AN ENVIABLE POSITION

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Portugal
Agency Proximity Lisbon
Creative Director Pedro Bidarra, Nuno Duarte Silva, Paulo Nery Monteiro
Art Director Ricardo Marques, Gustavo Costi, Rodolfo Amaral
Copywriter Andreia Ribeiro
Released May 2009

Awards

Caples Awards 2009
Other Media Agency self promotion Silver

Credits & Description

Category: Corporate Image & Information
Advertiser: BBDO
Product/Service: ADVERTISING AGENCY
Agency: PROXIMITY PORTUGAL
Date of First Appearance: May 29 2009 12:00AM
Entrant Company: PROXIMITY PORTUGAL, Lisbon, PORTUGAL
Entry URL: http://www.e-invejavel.com
Creative Director: Pedro Bidarra (BBDO)
Creative Director: Nuno Duarte (Proximity)
Creative Director: Paulo Monteiro (BBDO)
Art Director: Ricardo Marques (BBDO)
Copywriter: Andreia Ribeiro (BBDO)
Web Designer: Nuno Duarte (Proximity)
Account Director: Rita Bastos (BBDO)
Production Manager: Orlando Baptista (Proximity)
Flash Developer: Rodrigo Silva (Proximity)
Media placement: Teaser Press - Newspaper - 29 May 2009
Media placement: Press - Newspaper - 15 June 2009
Media placement: Website - Web - 15 June 2009
Media placement: Viral Film - Web - 22 June 2009

Describe the brief/objective of the direct campaign.
In Portugal, the BBDO Group is constituted by BBDO (advertising), Proximity (direct marketing) and RMAC (design). Overall - at both the group and individual level - it has won more awards in 2009 than the rest of the competition. Our mission was to launch an initiative that would promote the Group as an unrivalled talent centre in the Portuguese market.

Explain why the creative execution was relevant to the product or service.
On this occasion we decided to take advantage of this phenomenon by creating a Voodoo doll of the BBDO Group’s chairman (João Wengorovius) with the concept ““É invejável” (It’s an enviable position).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
BBDO Group’s creative leadership in Portugal is a history that has been repeated over many years, creating a sensation of envy and badmouthing amongst the competition who have invented the most absurd stories and rumours, primarily via anonymous blogs.

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.
Number of visits to the site, www.e-invejavel.com: 2924. One day after launching the campaign, João Wengorovius, travelled to hospital suffering from terrible back pain (a true fact). Any coincidence?