Caesars DM POWERPOINT by Santa Clara

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Industry Hotels & Resorts
Media Direct marketing
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Carlos Andre Eyer, Joao Linneu, Murilo Lico, Rodrigo Castellari, Theo Rocha, Valdir Bianchi
Art Director Bruno Nakano
Copywriter Leo Avila E Caio Lekecinskas
Producer Diego Villas Boas
Released April 2010

Credits & Description

Category: Best Low Budget Campaign
Product/Service: HOTEL CHAIN
Date of First Appearance: Apr 11 2010 12:00AM
Entrant Company: SANTA CLARA , São Paulo, BRAZIL
Copywriter: Fernando Campos (Santa Clara)
Copywriter: Leo Avila (Santa Clara)
Art Director: Theo Rocha (Santa Clara)
Art Director: Bruno Nakano (Santa Clara)
Creative Director: Fernando Campos (Santa Clara)
Creative Director: Theo Rocha (Santa Clara)
Creative Director: Murilo Lico (Santa Clara)
Creative Director: Carlos Andre Eyer (Santa Clara)
Director: Diego Villas Boas (Santa Clara)
Producer: Diego Villas Boas (Santa Clara)
Media placement: TV Campaign - 1 Spot - Rede Globo - 11 April 2010
Describe the brief/objective of the direct campaign.
The strategy was to achieve new customers (younger ones), but since we had a good mailing of loyal costumers, a member-get-member effort would make a lot of sense.The point is: we should shake the new customer, that used to look at Caesar Park Hotels as an old chain, a not so lively brand.It should reach them with some agressive approach.
Explain why the creative execution was relevant to the product or service.
The cheesy 60 second commercial became a very strong member-get-member piece, by email. By activating people's sense of opportunity and their ever-growing reaction against advertising, we provoked a very strong viral campaign, generating an instant database of hot prospects among the target audience. Every person that sent the video to his/her friends were obviously impacted with several messages (all personal, written by our character) that worked to convert the sale. This was perceived by the target audience (as we could notice from the character's blog's messages) as an innovative approach, very new to this segment and mostly new to this old and traditional brand.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We were challenged to sell 5,000 overnight stays during a short period of time. The offer: a 60% discount. Good, but not juicy. Effective, but not sexy. So we created a not-so-fictional character: a young and radical brand manager (the person actually exists) that decided to start a rebellion against traditional advertising. He edited his own TV commercial on PowerPoint (a truly shitty one) and ran it on national TV. Instead of giving people the 60% discount, he made a deal: if you send this commercial to ten friends, we will give you a 60% discount.
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.
We were fully booked 15 days ahead of our target deadline. Only in the first weekend, 15,000 consumers had already sent the video away and were in personal touch with our character, by email, by his Facebook, or by his blog. There was a 23% conversion rate among the senders of the email up to now. Emails are still being received everyday, and this is becoming a strong database and pre-sales are being made for the next season, with no use of media at all.