Tucca DM A LITTLE PIECE OF HEAVEN by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Against Cancer
Media Direct marketing
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Pedro Prado, Eduardo Lima, Carlos Di Celio
Art Director Keka Morelle
Copywriter André Faria
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: TUCCA
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi/Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi/Saatchi)
Copywriter: André Faria (F/Nazca Saatchi/Saatchi)
Art Director: Keka Morelle (F/Nazca Saatchi/Saatchi)
Media placement: Blister - Shopping Malls - 01 December 2009

Describe the brief/objective of the direct campaign.
To generate funds for Tucca, an NGO that treats children with cancer. To create awareness of Tucca throughout Brazil. To ask people to help / donate funds but to give them something relevant and touching back. Based on the concept; those who do good go to Heaven, we decided to sell plots of land in Heaven.

Explain why the creative execution was relevant to the product or service.
There are countless NGOs in Brazil. So how could we generate engagement? By creating a human, playful campaign capable of engaging people and generating awareness of Tucca. Make sure you go to Heaven when your final judgment comes: buy your piece of Heaven and help Tucca take care of hundreds of children with cancer. An unknown brand needed a high-impact campaign. Since we would be building the NGO’s image from scratch, we decided to use a positive, creative concept capable of entertaining targets, and not just ask for donations. We wanted to create a relationship.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Heaven was virtually divided into plots of land which were sold both online and at São Paulo’s largest shopping mall. Each piece of Heaven contained a cloud, which users could customise and post on social networks. The blister packages sold at the mall contained a code targets entered on the website to claim their clouds.

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.
Money: the campaign cost 8 thousand US dollars (50 thousand blisters plus the website) and generated more than 80 thousand dollars in donations. Much to our surprise, several companies bought pieces of Heaven and gave them as presents to their employees during the holiday season. And they’re still doing it. Image: radio stations (Bandeirantes, Joven Pan), newspapers and magazines featured news content about the action.