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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Sergio Mugnaini
Art Director Guiga Giacomo
Copywriter Ricardo Wollf
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: CASA DO ZEZINHO
Date of First Appearance: Dec 17 2010
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL:
Creative Director: Sergio Mugnaini (Almap BBDO)
Art Director: Guiga Giacomo (Almap BBDO)
Art Assistant: Lucas Amaral (Almap BBDO)
Copywriter: Ricardo Wollf (Almap BBDO)
Programmer: Yves Apsy (Almap BBDO)
Programmer: Daniel Carvalho (Almap BBDO)
Technology Director: Joao Lopes (Almap BBDO)
Mobile Tecnology: Ponto Mobi (Ponto Mobi)
RTV: Gabriel Dagostini (Almap BBDO)
RTV: Vera Jacinto (Almap BBDO)
Production: Ragna (Ragna)
Sound Design: MCR (MCR)
Account Director: Cristina Chacon (Almap BBDO)
President: Dagmar Garoux (Casa do Zezinho)
Media placement: Internet - Twitter - 17, December 2011

Describe the brief/objective of the direct campaign.
The Brazilian NGO Casa do Zezinho has a music room, but it’s lacking musical instruments. Our task: raise 16 violins, 6 cellos and 1 acoustic guitar.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We assembled 43 children from Casa do Zezinho and formed Os Ringtônicos (The Ringtonics). Together they recorded a series of ringtones using only their voice. Under the campaign claim “If they can do this with their voice, imagine with musical instruments”, the ringtones became available for download on an online platform - therefore raising money for instruments. 'A link to download the ringtone was sent out on CASA DO ZEZINHO's official Twitter page.

Explain why the creative execution was relevant to the product or service.
The children of Brazilian NGO Casa do Zezinho used their own voices to record ringtones in order to raise money for real musical instruments.
This way, they not only showed to the general public that they had music skills, but also managed to prove that in a very simple and innovative way.

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 launched the platform on Friday Dec 17th, 9am. Our goal was reached before lunch time, that same day.