Esso DM POST STATION by ID Sao Paulo

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency ID Sao Paulo
Art Director Caio Rogério, Caio Fernando
Copywriter Wilson Ferrari, Domenico Massareto
Designer Ennio Franco
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: COSAN
Product/Service: ESSO
Agency: ID\TBWA
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Domenico Massareto (ID\TBWA)
Art Director: Caio Fernando (ID\TBWA)
Art Director: Caio Rogério (ID\TBWA)
Copywriter: Wilson Ferrari (ID\TBWA)
Motion Designer: Carina Oliveira (ID\TBWA)
Project Manager: Paula Melito (ID\TBWA)
Media Manager: Kauê Cury (ID\TBWA)
Planner: Igor Puga (ID\TBWA)
Operations Director: Natália Gouvea (ID\TBWA)
Producer: (Savoir)
Markerting Director: Lauro Klass Neto (Cosan)
Designer: Ennio Franco
Project Manager: Maira Belluomini (ID\TBWA)
Copywriter: Domenico Massareto (ID\TBWA)
Media placement: Website - Website - 20/07/2009
Media placement: Digital Stamps - Blogs (Free) - 20/07/2009
Media placement: E-Mail Marketings - E-Mail - 30/07/2009

Describe the brief/objective of the direct campaign.
Esso, part of ExxonMobil Petrol group, is one of the biggest fuel distributors in the world. Challenge: How to show to the consumer that Esso is investing heavily in technology and new clean energy forms? There are lots and lots of blogs on the internet, where people write about an infinite number of subjects. But the great majority of people abandon their blogs after a while mostly because they don't have enough time or inspiration to continue blogging. What if ESSO could provide inspiration as a fuel for bloggers?

Explain why the creative execution was relevant to the product or service.
Using inspiration as a fuel, Esso puts the internet in movement. And most importantly, establish for the first time in your history a long term relationship with people that are under 18 years old; they can't drive yet, but are already using Esso as a fuel. A custom service, in real time, that reaches the consumers and requires no action from them; it's the comfort of always being provided with inspiration and information. Esso also created a relationship with under 18 year olds; people that still don’t drive.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Post Station, a tool that detects when people stop blogging and give them ideas related to their blog's subject. How it works: The blogger goes to the Post Station web site and registers his blog saying what the subjects of the blog are. At the end of registration, the Post Station provides options of animated stamps for people to put in their blogs. Now, if this blog is not updated for more than 10 days a group of 4 journalists, working full time on the project, prepare an email with inspiration and information related to that blog's subject. What people brought for the Post Station in the first period of campaign was PR, including information by famous bloggers in Brazil that was especially targeted and invited by phone or personal meetings. Then, shortly after this, the Digital Stamps started to get the attention of a huge amount of people.

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 8000 blogs registered with the Post Station stamp. - The stamps were clicked more than 412.000 times in 10 months FREE exposition that is worth the equivalent to US$ 500.000 in media. - More than 6000 inspiration emails sent in 10 months. - 37% of the bloggers updated their blogs after receiving the email.