IT'S NOT A GOOD TIME TO GO OUT by Proximity Bogota for DARPAPAYA

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IT'S NOT A GOOD TIME TO GO OUT

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Industry Catering & Fine Restaurants
Media Direct marketing
Market Colombia
Agency Proximity Bogota
Creative Director Sandra Piedrahita
Released April 2009

Awards

Caples Awards 2009
Other Media Mobile marketing Silver

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: DARPAPAYA RESTAURANT
Product/Service: DARPAPAYA DELIVERY
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Apr 7 2009 12:00AM
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://www.darpapaya.com
Creative Vice President: Mario Bertieri (Proximity Colombia)
Creative Director: Sandra Piedrahita (Proximity Colombia)
Copy: Pablo Wils (Proximity Colombia)
Acounts Vice President: Juan Fernando Niño (Proximity Colombia)
Graphic Creative Director: Alejandro Mesa (Proximity Colombia)
Web Creative Director: Phillip Scholz (Proximity Colombia)
Media placement: MMs Mesage - Cell Phones - 7 April 2009

Describe the brief/objective of the direct campaign.
Darpapaya, a popular restaurant in the city, opened a home delivery service. Our main goal was to guarantee that every customer knew about it and made their first delivery call. The strategy aimed to reach customers at the right time and place by using their contact numbers.

Explain why the creative execution was relevant to the product or service.
Sending a single text message at the right time and place, we achieved to deliver funny reasons to lunch in instead of going out. Darpapaya's delivery service number was saved automatically on every mobile, instead of becoming just another magnet on the fridge.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using the restaurant's database as an advantage, just a couple of minutes before midday, before hunger kicks in, clients received a MMS with funny reasons to sit tight, stay wherever they were and 'make the call'.

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.
In only four days and without spending a dime: We contacted 99% of the restaurant's database (412 people) 29% of the people made their first lunch delivery call. All of them know about Darpapaya’s new delivery service.