Comando S DM COMANDO SD GREATEST HITS by 141/Soho Square

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency 141/Soho Square
Art Director Dárcio Estaliano
Copywriter Ignacio Carelli
Released March 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: COMANDO S
Agency: 141 SOHO SQUARE
Date of First Appearance: Mar 14 2011
Entrant Company: 141 SOHO SQUARE, São Paulo, BRAZIL
Chief Creative Officer / Art Director: Celso Alfieri (141 Soho Square)
Copywriter: Ignacio Carelli (141 Soho Square)
Art Director: Darcio Estaliano (141 Soho Square)
Graphic Producer: Marcello Venturineli (141 Soho Square)
Media placement: Poster Campaign - Advertising Agencies - 14 March 2011

Describe the brief/objective of the direct campaign.
Comando S Audio, an established production company in Brazil, wanted to divulge its newest service to the market: Comando SD Records.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to divulge Comando SD in a humorous and innovative way. We used the gold and platinum awards that the recording industry usually hands out to successful artists and sent them to our target. However, the awards were awarded to sounds that people would never want to hear, such as the need for a prostate exam.

Explain why the creative execution was relevant to the product or service.
When talking about a production company, and especially a record label, gold and platinum awards are extremely relevant. Asides from being an unusual thing to receive, we also surprised our target with the content in the awards. People would never expect to see such nasty sounds receive awards, which fit perfectly with our tagline: “We make anything sound good.”

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.

We sent the awards directly to our target – the creative directors and the heads of production and broadcast of the best Brazilian agencies. 100% of the people who we wanted to reach and the response has been extremely positive so far helping build an even stronger relationship with Comand S Audio's clients, attracting new clients and helping maintain its reputation as one of the best most complete production companies in Brazil.