THE REAL AUGMENTED REALITY by Mrm Sao Paulo for IHDI ESTAÇÃO BEM-ESTAR

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THE REAL AUGMENTED REALITY

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency Mrm Sao Paulo
Art Director Luis Gustavo Orsatti
Copywriter Rodrigo Esteves
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IHDI ESTAÇÃO BEM-ESTAR
Product/Service: CHARITY LODGE FOR THE HOMELESS
Agency: Sun/MRM WORLDWIDE
Date of First Appearance: Feb 27 2010 12:00AM
Entrant Company: Sun/MRM WORLDWIDE, São Paulo, BRAZIL
Entry URL: http://www.garauina.com.br/realaugmentedreality
Creative Director: Rodrigo Esteves (Sun/MRM)
Copywriter: Rodrigo Esteves (Sun/MRM)
Art Director: Luis Gustavo Orsatti (Sun/MRM)
Motion Design: Tulio Inoue (Sun/MRM)
Media placement: Direct Mail - Hotsite - 5 Dez 2009

Describe the brief/objective of the direct campaign.
The NGO IHDI owns the Welfare Station Lodging which shelters homeless citizens in Ipiranga, a traditional neighborhood in São Paulo City. Our challenge was to increase the base of registered e-mails so that people could receive the NGO’s newsletter. The higher the number of people who know the work in detail, the higher the number of collaborators the NGO acquires.

Explain why the creative execution was relevant to the product or service.
A smart teaser direct mail to the right target audience, combined with an innovative digital piece and an easy-to-go call to action proved to be a successful strategy to achieve the expected results.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a direct mail/teaser with an icon and URL of the site of a traditional journal in town with 1000 subscribers. In this mail there was an augmented reality icon and a text which directed to a site. Upon accessing the site, a video shows the aerial view of a city on the screen. When the user places the icon of the direct mail in front of the webcam, there is an image zoom (a real "augmented reality") which captures a homeless citizen on the sidewalk.

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.
Of 1000 people impacted, 620 interacted with the piece by accessing the site. Of these 620 people, 231 supplied their e-mail addresses (23%) in order to receive the Newsletter and see the work developed by the NGO.