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Industry Culture, Leisure & Sport
Media Direct marketing
Market Brazil
Creative Director Filipe Chiminazzo
Art Director Mateus Alterio
Copywriter Fabiano Soares
Released October 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: ENERGIA 97
Product/Service: CLUB
Date of First Appearance: Oct 20 2010
Entrant Company: AKTUELL, São Paulo, BRAZIL
Copywriter: Fabiano Soares (Aktuell)
Art Director: Mateus Alterio (Aktuell)
Planner: Gustavo Gontijo (Aktuell)
Creative Director: Filipe Chiminazzo (Aktuell)
Planning Director: Fábio Mergulhão (Aktuell)
Account Manager: Marcelo Goulart (Aktuell)
Account Executive: Maria Antônia Brenha (Aktuell)
Account Executive: Marcelle Goulart (Aktuell)
Graphic Producer: Marcelo Barbosa (Aktuell)
Media placement: Radio Campaign - 2 spots - Energia 97 FM - 13 October 2010

Describe the brief/objective of the direct campaign.
To renew the audience of the "Energia na Véia" party, one of the biggest in the city of São Paulo, created as a tribute to the music of the 80s.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to show the younger audience that they too could enjoy the event. We created a kit with a mole skin similar to an old cassette tape. Inside it there was a code and a URL which directed the person to the event website. Using the code, the participant could download a playlist of songs from the 80s and choose their favourite which would be used to create a customised T-shirt print that they would receive through the post a few days later together with the ticket for the event.

Explain why the creative execution was relevant to the product or service.
In order to attract a new, younger audience, we had to breathe new life into the image of the event. With the integration of online – offline we managed to bring together two worlds, the analogue and the virtual. This strategy attracted the attention of the young trend setters and influencers of groups whose perception was changed with a direct marketing initiative that added modernity with a youthful and contemporary language.

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.
500 people received a VIP invitation
476 downloaded their favourite songs and received a customised T-shirt (95% return)
424 people who got a T-shirt attended the event (84% return)
The event received exposure in blogs of both music and lifestyle.