El Ojo de Iberoamérica Festival DM SELF-DESTRUCTIVE EL OJO TROPHY, 2 by Santa Clara

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Industry Shows, Events & Festivals
Media Direct marketing
Market Brazil
Agency Santa Clara
Art Director Murilo Lico
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Date of First Appearance: Aug 6 2010
Entrant Company: SANTA CLARA, São Paulo, BRAZIL
Creative Director / Art Director: Carlos André Eyer (Santa Clara)
Copywriter / Creative Director: Fernando Campos (Santa Clara)
Art Director: Murilo Lico (Santa Clara)
Planner: Ulisses Zamboni (Santa Clara)
Account: Janaina Luna (Santa Clara)
Account: Mariana Zavanella (Santa Clara)
Client / Marketing Director: Matias Keller (Latinspots)
Media placement: DIRECT MAILING - AD AGENCIES - 26/11/2010
Media placement: VIRAL VIDEO - YOUTUBE - 09/09/2010
Media placement: PRINT CAMPAIGN - MEIO & MENSAGEM NEWSPAPER - 09/09/2010
Media placement: INTERNET BANNERS - CLUBEONLINE - 09/09/2010
Media placement: CUSTOM VIDEO - E-MAIL MARKETING - 26/11/2010
Describe the brief/objective of the direct campaign.
Our objective was to increase work submissions at El Ojo Awards. To do so, we needed to stimulate entries among our usual audience and attract new agencies. Therefore, the strategy was to make El Ojo a more desired, prestigious and talked-about award.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We send you El Ojo’s top prize, the Gran Ojo. It’s yours, you can put it on your shelf and admire it. The problem is it’s a self-destructive replica, scheduled to go kaboom! the day after the winners are announced in Buenos Aires. If the jury decides that your agency doesn’t deserve it, you simply watch your trophy’s destruction. If you win, a bomb squad comes to disarm the mechanism and celebrate. A guerrilla strategy based on direct marketing and suited for our purposes of increasing submissions considerably by using a limited budget.
Explain why the creative execution was relevant to the product or service.
The first replicas were sent to allied agencies with enough power to spread the message virally. Afterwards, any agency with more than 50 submissions could receive a trophy – they just needed to ask for it. And they did: the idea of winning a true Grand Prix trophy the moment you submitted your work proved to be almost magic. Even the anticipation of watching the trophy’s destruction motivated small crowds to gather around it. This way, we took the prestige of having a Gran Ojo to all the main Brazilian agencies, increasing de award’s desirability.
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.
When the deadline came, submissions were up by 35% over the previous year. Before that, the trophies were being proudly displayed in the most visible spots of the agencies for months, becoming fancy object of desire that increased brand awareness. Its counter was a constant reminder to submit work, building anticipation and engagement daily.