Cine 24 Horas: Wу Deliver Your Download by Isobar Sao Paulo for Cine 24 Horas

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Cine 24 Horas: Wу Deliver Your Download

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

Awards

Cannes Lions 2011
Direct Lions Direct Response Digital: Email Marketing Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Email Marketing
Title: WE DELIVER YOUR DOWNLOAD
Advertiser/Client: CINE 24 HORAS
Product/Service: VIDEO RENTAL
Entrant Company: AGE ISOBAR São Paulo, BRAZIL
DM/Advertising Agency: AGE ISOBAR São Paulo, BRAZIL

Creative Director: Carlos Domingos
Copywriter: Daguito Rodrigues
Art Director: Henrique Mattos
Copywriter: Charles Faria
Art Director: Fuku

Describe the brief from the client:
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?
Creative Execution:
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 creative solution to the brief/objective.
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.
Describe the results in as much detail as possible.
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.