Cine 24 Horas DM WE DELIVER YOUR DOWNLOAD by Isobar Sao Paulo

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Industry TV & Video Rentals
Media Direct marketing
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos, Fuku
Copywriter Charles Faria, Daguito Rodrigues
Released February 2011

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: CINE 24 HORAS
Product/Service: VIDEO RENTAL
Date of First Appearance: Feb 12 2011
Entrant Company: AGE ISOBAR, São Paulo, BRAZIL
Entry URL:
Creative Director: Carlos Domingos (Ageisobar)
Copywriter: Daguito Rodrigues (Ageisobar)
Art Director: Henrique Mattos (Ageisobar)
Copywriter: Charles Faria (Ageisobar)
Art Director: Fuku (Ageisobar)
Media placement: E-Mail Marketing - Internet - 12 February 2011
Media placement: Blog - Internet - 12 February 2011
Media placement: DVD - Direct Mail - 12 February 2011

Describe the brief/objective of the direct campaign.
Even though it’s illegal, people have been downloading more movies than ever over the Internet. It’s practical, fast and there’s no need to leave your home. As a result, video rentals decreased 60%. Especially on smaller video stores. So, how a video neighbourhood rental store that wants to bring back customers, can promote its delivery service with only a small budget?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of sending a traditional direct mail, we’ve created “We Deliver Your Download”: when people accessed the website and started to download a movie, we delivered the same movie before the download finished.

Explain why the creative execution was relevant to the product or service.
We created a free movie download blog and emailed the link to our costumers that had not being renting movies in a long time. We sent a personalized email to each customer to avoid being confused with a spam. When the client accessed the blog and started the download we discovered the location in the neighbourhood and monitored the download crossing google analytics data with the registration of the client and once the download gets finished, instead of the movie, the user saw a short video.

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.
61 customers started to rent again. Too little? For a neighbourhood rental store in crisis which rented at most 2500 movies per month, it means a 16% increase on rentals. What movie do you want to watch? We deliver your download.