MANIFESTO AGAINST CENSORSHIP by Fábrica Comunicação Dirigida for FÁBRICA COMUNICACAO DIRIGIDA

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MANIFESTO AGAINST CENSORSHIP

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency Fábrica Comunicação Dirigida
Creative Director Marisa Furtado
Art Director Andre Hernandez
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FÁBRICA
Product/Service: ADVERTISING AGENCY
Agency: FABRICA COMUNICAÇÃO DIRIGIDA
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: FABRICA COMUNICAÇÃO DIRIGIDA, São Paulo, BRAZIL
Entry URL: http://www.fabricad.com.br/estagiario2010
Creative Director: Marisa Furtado (Fábrica)
Art Director: André Hernandez (Fábrica)
Web Designer: Luciana Nobre (Fábrica)
Online Art Director: Anna Paola Lages (Fábrica)
Project Manager: Pablo Costa (Fábrica)
Online Creative Director: Carol Gleich (Fábrica)
Media placement: Banner - Propmark - 13 November 2009
Media placement: Banner - Adonis Alonso - 14 November 2009
Media placement: Banner - Geração De Conteúdo - 15 November 2009
Media placement: Ad - Propaganda & Marketing - 16 November 2009
Media placement: Ad - Meio & Mensagem - 16 November 2009
Media placement: Banner - Unisul - 17 November 2009
Media placement: Ad - Propaganda & Marketing - 23 November 2009
Media placement: Ad - Meio & Mensagem - 23 November 2009
Media placement: Ad - Propaganda & Marketing - 30 November 2009
Media placement: Ad - Meio & Mensagem - 30 November 2009

Describe the brief/objective of the direct campaign.
The campaign focused on three audiences: communication college students, the advertising market and public opinion in general. The strategy was based on the concept of brand building through direct activation actions (building brand directly). The tactical objective was to find the most inventive communication students and recruit them to be part of the agency’s creative staff. The strategic objective was to position the agency along with its stakeholders, reinforcing its DNA as a restless company that is always tuned in to what’s new and innovative, a company that defends the freedom of expression. Some of the tool we used include social networks, website and flash mobs at colleges.

Explain why the creative execution was relevant to the product or service.
The campaign’s main appeal was based on a real life insight, considering the claims of a society that was outraged by the expelling of the student Geyse Arruda. This event motivated parades, protests, discussions among educational entities and the mobilisation of the academic environment. The campaign was perceived as a real alliance against the imposing of standard and mandatory behaviour. This campaign reinforces the reputation of the agency, ranked by the research institute Grupo Consultores as the most admired company of marketing services among the 260 top advertisers in Brazil, due to its creativity and thinking outside the box.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution took advantage of a viral episode that was a major hit on YouTube and echoed on social networks, media and public opinion in Brazil, regarding the expelling of a college student due to her sexy outfit, particularly a miniskirt. Defending the freedom of expression, the campaign was supported by a manifesto against censorship. Participants were supposed to send a photo, from the waist down, wearing a miniskirt and expressing their position against censorship and prejudice. Our goal was to hire the top 12 talents of the contest, so we needed at least 10 candidates competing for each position.

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.
We surpassed our objective 5 times. For each position, there were 45 candidates. 549 people participated in the contest within 15 days. Considering the registration complexity, the participation rate was excellent, with over 3,500 visits to the campaign’s host site in 15 days. The participants' conversion rate was 15%, which is almost 5 times more than average online actions. Digital word-of-mouth also stands out. During the first week of campaign, over 70 communities and users added our profile on Facebook, and there was a great buzz on Twitter, in which this viral campaign was also spread out by hundreds of followers.