Blackberry DM THE EXPERTS CONNECT WITH YOU by Ostara 360

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency Ostara 360
Art Director Dianeth Medina
Copywriter Mariana Iturbe
Released July 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: BLACKBERRY
Agency: OSTARA 360
Date of First Appearance: Jul 26 2009 12:00AM
Entrant Company: OSTARA 360, Buenos Aires, ARGENTINA
Entry URL:
Chief Executive Officer: Ana Lía Canepa (Ostara 360)
General Creative Director: Esteban Lorenzut (CP Proximity Argentina)
Copywriter: Mariana Iturbe (CP Proximity Argentina)
Art Director: Dianeth Medina (CP Proximity Argentina)
Webmaster: Dario Bazán (CP Proximity Argentina)
Account Executive: Giselle Spinelli (Ostara 360)
Marketing: Shakyra Adorno (BlackBerry)
Media placement: Emails - Intermanagers - Colombia - 26 July 2009

Describe the brief/objective of the direct campaign.
BlackBerry Connect with the Experts was not a simple Roadshow but a really big marketing effort to get BlackBerry Solutions and Latin American prospects a little bit closer. There was a Roadshow in the 6 most important cities for the business. Objective: to create a quality Database owned by BlackBerry, of the regional B2B market.

Explain why the creative execution was relevant to the product or service.
Because they succeded in starting a relationship with BtoB regional contacts by showing the human side of a corporation previously perceived as serious, distant and impersonal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Emails were the key communication element of an intense campaign and one to one convocatory. They were sent to corporate lists to create BlackBerry´s new database. They all directed to the registration site of the events. Creativity: these emails reached the best results of all the convocatory campain. The client even forgot its corporate image and seriousness for a while. These emails were the beginning of a relationship with BB regional contacts by showing the human side of a corporation previously perceived as serious, distant and impersonal.

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.
65% of the contacts opened the emails. 33% click through 6.541 registered = qualified contacts, A 120% Success!