Clube De Criacao De Sao Paulo (Brazilian Creative Club) DM GEESE by Borghi/Lowe Sao Paulo

GEESE

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Industry Advertising & Communication
Media Direct marketing
Market Brazil
Agency Borghi/Lowe Sao Paulo
Director Ricardo Carelli
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Fernanda Salloum
Copywriter Myla Verzola
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: CLUBE DE CRIACAO DE SAO PAULO
Product/Service: FESTIVAL
Agency: BORGHIERH/LOWE
Date of First Appearance: Jan 14 2011
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (Borghierh Lowe)
Executive Creative Director: Erh Ray (Borghierh Lowe)
Creative Director: Fernando Nobre (Borghierh Lowe)
Copywriter: Myla Verzola (Borghierh Lowe)
Art Director: Fernanda Salloum (Borghierh Lowe)
Director: Ricardo Carelli (Dínamo Filmes)
Sound Design / Arrangement: Mariano Alvarez (Saxsofunny)
Media placement: Email Marketing Teaser - Electronic Mailing List Of Directors, Conductors And Photographers - 14/01/2011
Media placement: Pen Drive - Mailing List Of Directors, Conductors And Photographers - 17/01/2011
Media placement: Banners - CCSP Website (Www.ccsp.com.br) - 19/01/2011
Media placement: Postal Cards - Mailing List Of Directors, Conductors And Photographers - 20/01/2011

Describe the brief/objective of the direct campaign.
The campaign had the goal of informing about the existence of technical categories in the CCSP (Clube de Criação de São Paulo) Yearbook, one of the most important awards in Brazilian advertising. And also encourage directors, conductors and photographers to submit their works.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To stimulate the submission of works in these categories, it was necessary to be as obsessive as conductors, directors and photographers are. If their obsessions are soundtrack, acting direction, editing, animation, photography, etc, CCSP’s obsession was portrayed through an icon that permeated, in an obsessive manner, all the pieces: geese.

Explain why the creative execution was relevant to the product or service.
The solution explained and informed the target audience in an entertaining manner. It also showed that CCSP understands, shares and appreciates the obsessions of those who are always searching for the best results in soundtrack, acting direction, animation, photography, etc.

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.
Conductors, photographers and directors became aware of the technical categories of the CCSP Yearbook - many of them had only heard about the creative categories up until then. The number of submissions increased considerably comparing to the previous year - in the TV technical categories, for instance, there was a growth of 131%. The pen drive became a hit among suppliers and a permanent reminder of the campaign that could later be used for storing files and presentations.