SATELLITE BOX by Lew'Lara\TBWA Sao Paulo for GRABER

Adsarchive » DM » GRABER » SATELLITE BOX

SATELLITE BOX

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Manir Fadel, Luciano Lincoln
Art Director Bruno Bomediano
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: GRABER
Product/Service: CAR TRACKING SYSTEM
Agency: LEW'LARA\TBWA
Date of First Appearance: Apr 17 2010 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew´lara\tbwa)
Creative Vice President: André Laurentino (Lew´lara\tbwa)
Creative Director: Manir Fadel (Lew´lara\tbwa)
Creative Director: Luciano Lincoln (Lew´lara\tbwa)
Creative Director: Felipe Luchi (Lew´lara\tbwa)
Writer: Rafael Pitanguy (Lew´lara\tbwa)
Art Director: Bruno Bomediano (Lew´lara\tbwa)
Art Buyer: Giuliano Springhetti (Lew´lara\tbwa)
Media placement: Direct Mail - Mail - 17 April 2010

Describe the brief/objective of the direct campaign.
Graber offers one of the most modern satellite car tracking systems of the world. Yet, in a country with high rates of carjacking, this kind of service is not widely used or even understood. The advertising agency had to come up with a quick and explanatory way to announce this service to car fleet owners.

Explain why the creative execution was relevant to the product or service.
When the answer to this problem was found, it took no more than 30 seconds to easily explain this extremely high technology service in a low priced way. Just a few boxes and car toys were enough to make the target public realize by themselves what we were offering. Without any paper notes or letters, with no mystery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Considering the segmented target public; just car fleet owners – the best way to talk to them was to create a direct channel. It cannot be ignored that this group of people has a busy way of life. What they miss the most is time.

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.
The gift/box strategy for car fleet owners turned out to be a great success. Today, over 50% of brazilian car fleets use a satellite tracking system. In most cases, the system is a Graber.