MONEY BAGS by Pages BBDO Santo Domingo, Proximity Dominicana for Tricom

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MONEY BAGS

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Industry Telecommunications Services
Media Direct marketing
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Designer Marcel Garcia
Agency Proximity Dominicana
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: TRICOM
Product/Service: BUSINESS DIVISION
Agency: PAGÉS BBDO
Agency: PROXIMITY DOMINICANA
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President General Creative Director: Rodolfo Borrell (Pages BBDO)
Head of Art: Miguel Peña (Pages BBDO)
Copy: Carlos Rodriguez (Proximity Dominicana)
Copy: Rodolfo Borrell (Pages BBDO)
Account Executive: Maria Pimentel (Proximity Dominicana)
Account Director: Carlos Rodriguez (Proximity Dominicana)
Designer: Marcel Garcia (Proximity Dominicana)
Media placement: Direct M. Collateral - Armer Trucks - 01 Oct. 2009

Describe the brief/objective of the direct campaign.
On Sept. 30, 2009, phone number portability became a law in the Dominican Republic, giving businesses the freedom to change carriers without losing their current phone number. Our client, Tricom, saw this as an opportunity to raise the market share by retaining existing business clients and attracting new ones. They asked us for a direct marketing idea to reach company leaders with a clear message of how much money they could save by switching to Tricom.

Explain why the creative execution was relevant to the product or service.
Tricom’s flexible plans offer big savings that our competitors can't match. Instead of simply telling businesses how much they could save with us in a corporate letter, we decided to show them what it would look like. For the money transport company, this money was real, so they had to follow protocol: money always has to be handed to the person it is intended for. This ensured that our message wasn't filtered by secretaries or assistants and would reach the target immediately. Sending millions of pesos was the perfect way of translating the savings they would benefit from.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We knew our target was very hard to reach because their incoming mail is always filtered through an assistant or secretary. Our idea had to breakthrough these filters and catch their immediate attention. We printed over 400 million pesos (approx. 10 million dollars) and personalised moneybags to reflect each company's savings. We hired a money transport company to deliver them without letting them know the money was fake. This ensured that the moneybags were only given to the person they were intended for, passing the filters and getting immediate attention.

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.
This direct marketing created a lot of word of mouth in the business community, keeping Tricom at the top of their mind. This reflected on Tricom’s results. Being a company with basically no budget this time of change, not one single client was lost. Including both existent and new clients, our market share grew 70%.