WE HOPE YOU NEVER NEED IT by Qg Propaganda for Diomedia

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Qg Propaganda
Art Director Toni Rodrigues
Copywriter Daniel Bayer
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: DIOMEDIA
Product/Service: IMAGE BANK
Date of First Appearance: Nov 8 2009 12:00AM
Entrant Company: QG PROPAGANDA, São Paulo, BRAZIL
Chief Creative Officer: Marcello Droopy (QG Propaganda)
Copywriter: Daniel Bayer (QG Propaganda)
Art Director: Toni Rodrigues (QG Propaganda)
Media placement: Post Card - Mailing - 08.11.2009

Describe the brief/objective of the direct campaign.
To promote our client Diomedia, one of the world’s largest stock image banks, next to ad agency personnel, but within a very limited budget.

Explain why the creative execution was relevant to the product or service.
We use examples that only a creative professional could relate to, things that happens in their everyday life. Since we were targeting advertising professionals, we wanted to show that we know their business and that we could offer great solutions for them,

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent out a series of postcards to art directors, copywriters and creative directors, showing humorous and nonsense situations that could happen during the development of an ad campaign.

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.
Diomedia is no longer viewed primarily as a journalist image services in Brazil. The number of registered users from ad agencies went up to 53%, fulfilling our client’s goal.