Diesel DM EXCELLBOOK by 4am Saatchi & Saatchi Guatemala

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Industry Clothing
Media Direct marketing
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Juan Carlos Molina, Marco Polo Ramirez, Jose Fernando Espinoza, Daniel Alvarado
Art Director Aritz Bermudez
Designer Saulo Alvarizaes
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIESEL
Product/Service: CLOTHING BRAND
Date of First Appearance: Aug 1 2010
Entrant Company: 4 AM SAATCHI & SAATCHI, Guatemala, GUATEMALA
Entry URL: http://www.bestupidatwork.com
Chief Creative Officer: Miguel Mayen (4 AM Saatchi&Saatchi)
Creative Director: Daniel Alvarado (4 AM Saatchi&Saatchi)
Creative Director: Marco Ramirez (4 AM Saatchi&Saatchi)
Interactive Creative Director: Fernando Armas (4 AM Saatchi&Saatchi)
Creative Director: Fernando Espinoza (4 AM Saatchi&Saatchi)
Creative Director: Carlos Molina (4 AM Saatchi&Saatchi)
Art Director: Aritz Bermudez (4 AM Saatchi&Saatchi)
Interactive Designer: Luis Fernando Roca (4 AM Saatchi&Saatchi)
Designer: Saulo Alvarizaes (4 AM Saatchi&Saatchi)
Planner: Juan Pablo Carrero (4 AM Saatchi&Saatchi)
Developer: Milk n' Cookies (Milk n' Cookies)
Media placement: Internet - Mailing - 01 Agosto 2010
Media placement: Internet - Mini Site - 01 Agosto 2010
Media placement: Internet - Youtube - 01 Agosto 2010
Media placement: Internet - Facebook - 01 Agosto 2010

Describe the brief/objective of the direct campaign.
The "be stupid" philosophy of Diesel, the relentless pursuit of a regret free life, was only being followed when people where free from their responsibilities; weekends, late nights, time they spent off work. The territory of “smart”, the workplace, is filled with constraints, routines, and useless work habits. We needed to create a way to invade the territory of "smart", we needed to bring "stupid" into the workplace and fight the "crusher of possibilities". We had to create a way for our existing costumers, "the stupid", to be different whenever they felt like it, even when they are at work.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to invade the world of "smart", we had to play their game; to take "smart" and make it "stupid". We took a tool that “smart” cant live without, Microsoft Excel, and we turned it into something which “stupid” controls, Facebook. We created Excellbook. A downloadable application available for Mac and PC that makes Facebook look like Excel. The goal was to reach 75K downloads during the campaign's lifetime. We sent an email with a link to the mini site where you could download the application to our group of followers from our Youtube channel and Facebook page. By sending direct messages to Diesel Facebook fans, we encouraged them to tell their friends about the app.

Explain why the creative execution was relevant to the product or service.
Within work environments there is a social and corporate pressure against spending time on Facebook. It is usually frowned upon, and people avoid it for the fear of being labelled a slacker. We provided a solution that goes hand in hand with Diesel’s philosophy of being different; of going against the current. A platform was created for a very specific audience to differentiate themselves from the crowd, and promote self expression.

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.
More than 150,000 downloads within the first two weeks.

Over a million trackbacks registered on the first month.

These achievements have been a small step in the life of Excellbook, but a giant leap for Diesel in Guatemala.

This is how “stupid” conquered the “smart” world. And "smart" hasn't realized it yet.