Ministry Of Culture DM THE SOUNDTRACK OF A MOVIE YOU WILL NEVER SEE by J. Walter Thompson San Jose

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Industry Public awareness
Media Direct marketing
Market Costa Rica
Agency J. Walter Thompson San Jose
Art Director Alfredo Enciso
Creative Jorge Carrera, Pablo Castillo
Designer Andres Gomez
Released October 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: JWT COSTA RICA, San José, COSTA RICA
Creative Director/Copywriter: Christian Caldwell (JWT)
Art Director: Alfredo Enciso (JWT)
Creative: Pablo Castillo (JWT)
Executive: Rebeca Borbon (GLUE)
Creative: Jorge Carrera (JWT)
Designer: Andres Gomez (JWT)
Media placement: Social Media - internet - 15-10-2009
Media placement: Web Page - internet - 15-10-2009
Media placement: singles - radio - 15-11-2009
Media placement: TV ADS - TV - 15-11-2009

Describe the brief/objective of the direct campaign.
For 2009, the Ministry of Culture from Cosra Rica and the National Libraries requested a campaign to solve a very particular problem: Costa Ricans, especially the new generations, have put down the habit of reading, and the very few that do read, are influenced on what they see on TV, movies and the internet, leaving behind their culture and roots. The goal was clear, get the new generations closer to reading and engage them in a fun and entertaining way to the stories written by the costa rican authors, rich in identity and culture.

Explain why the creative execution was relevant to the product or service.
3: The campaign was revealed in one of the most popular radio programmes in the country. Here we explained the disc contained 18 soundtracks for novels, tales and poems by Costa Rican writers and that the album could be acquired totally free after registering in a public library and taking a book home.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
1: We began with an expectation plan in radio, press, social networks, blogs and music-specialized websites. In all this media, the soundtrack was promoted through teasers and trailers, and very soon after people began getting involved with the project, speculating about the subject and asking why it was never going to be seen. 2: On this stage, we gave away singles on different radio stations and music channels. The response was immediate, and in only 3 weeks, 2 singles got to the top 10 in many radio channels, making the project a lot more popular .

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.
Results: 10,000 youngsters visited the libraries not only for the soundtrack album, but also for the books behind each song. For the first time, 4 songs that were made for literature, got to the top positions in different music charts. Social networks were bombarded with positive comments about the project. Huge free media coverage was given to the project, also placing the national literature in the position it deserved to be.