SANTAMATIC by Famous Brussels for BELGIAN LAWYERS ASSOCIATION

SANTAMATIC

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Industry Legal Services
Media Direct marketing
Market Belgium
Agency Famous Brussels
Creative Director Christophe Ghewy, Paul Wauters
Art Director Tom Jacobs
Copywriter Joeri Van Den Broeck, Iwein Vandevijer
Designer Stijn Pauwels, Ken Wuytack, Elke Helbig
Released December 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: BELGIAN LAWYERS ASSOCIATION
Product/Service: LAWYERS ASSOCIATION
Agency: FAMOUS
Date of First Appearance: Dec 21 2009 12:00AM
Entrant Company: FAMOUS, Brussels, BELGIUM
Entry URL: http://www.toputourworkon.com/cannes/santamatic
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Joeri Van Den Broeck (Famous Brussels)
Creative Director: Christophe Ghewy (Famous Brussels)
Art Director: Tom Jacobs/Tim Driesen/Joeri Van Den Broeck (Famous Brussels)
Copywriter: Iwein Vandevijer/Tim Driesen/Joeri Van Den Broeck (Famous Brussels)
Web Developer: Pieter Nijs/Valentijn Steenhoudt (Famous Brussels)
Designer: Elke Helbig/Ken Wuytack/Stijn Pauwels (Famous Brussels)
RTV Producer: Myriam Maes/Lander Engels (Famous Brussels)
Project Manager: Bart Segers (Famous Brussels)
Internet Strategy: Jonathan Detavernier (Famous Brussels)
Account Director: Tom Moons (Famous Brussels)
Account Manager: Marlies Neudt (Famous Brussels)
Media placement: Website - Internet - 21/12/2009

Describe the brief/objective of the direct campaign.
The Flemish lawyers association wanted to improve awareness about online agreements. Consumers don't realise that those are real agreements as well. With real obligations. Just like any other contract you'd sign. How could we make consumers aware of that carelessness?

Explain why the creative execution was relevant to the product or service.
Consumers are not aware of the fact that online agreements are also legal agreements. With real obligations. Just like any other contract. The Santamatic confronts us straight with our careless behavior. After seeing the movie, you could send it to a friend including a ridiculous obligation added by yourself. And wonder if your friends would read the terms and conditions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A week before Christmas, an online application was launched in which you could morph yourself into an 80 year old Santa. You had to upload your picture, fill in your name and agree with the 'terms and conditions'. But instead of seeing yourself as an old Santa, something else happened. A man confronted you with what you just signed. The picture you uploaded could be used to promote ivory. At the end he reveals that he’s a lawyer. The few people that actually opened the terms and conditions before they started morphing, got a congratulations message from the ‘Flemish lawyers association’

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.
Of the 24,000 visitors of the first 5 days after launch, only 6,566 opened the terms and conditions. That means that only 1 out of 4 people actually read what they’re signing up to.