Bomtempo / Anahory & Ralpha DM NEW AGENCY by Anahory & Ralpha Cervicos Criativos, Bomtempo


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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Portugal
Agency Anahory & Ralpha Cervicos Criativos
Agency Bomtempo
Creative Director Diogo Anahory, Jose Bomtempo
Released March 2010

Credits & Description

Category: Corporate Image & Information
Product/Service: SELF PROMOTION
Date of First Appearance: Mar 30 2010
Partner and Executive Director: Miguel Ralha (Bomtempo, Anahory & Ralha Serviços Criativos)
Partner and Creative Director: Diogo Anahory (Bomtempo, Anahory & Ralha Serviços Criativos)
Partner and Creative Director: José Bomtempo (Bomtempo, Anahory & Ralha Serviços Criativos)
Media placement: PR / Web - PR / Web - 30 March 2010

Describe the brief/objective of the direct campaign.
Our target was the general advertising market. Not just advertisers and clients but also our competition and professionals working within the same arena.

The strategy was to create an overwhelming buzz around our launch: "they're opening a bar, are they crazy?" was the reaction we were hoping to provoke in people. Later on, when we revealed that bar was in reality our creative advertising agency, it was important to make clear our position in regard to combating the general sadness, pessimism, lack of creativity and overall resignation that seemed to be dominating the market. And so, was there any better place than to do so than in a bar?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out mock VIP cards to prospective clients inviting them to the bar, as well as setting up functions at advertising festivals encouraging people to join us and talk. We knew from the beginning that launching the agency would be decisive for the future. It would have to make an impact and spread via word of mouth. Taking into account the initial results- 10 new clients in the first six months and media coverage in the primary media sources- the objectives were, more than just reached, surpassed.

Explain why the creative execution was relevant to the product or service.
In a field that's all about ideas, it was important that our first approach to the market was also in fact, really creative. The teaser had the capacity to introduce this idea throughout the entire sector. It's not common for three advertising creatives to leave their successful careers in order to dedicate themselves to a completely different project, even more so in a volatile economic market.

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.
In the teaser phase, our project was featured in almost every media point, from television to newspapers and on the internet. After the inauguration of the agency, bar acquired 10 clients in merely six months and billed three million Euros.