Falabella DM SANTA´S LITTLE HELPER by DraftFCB Santiago

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Industry Department Stores & Shopping Malls, Business equipment & services, Corporate Image
Media Direct marketing
Market Chile
Agency DraftFCB Santiago
Art Director Joaquín Flores, Henrry Henriquez
Released December 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: FALABELLA
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: MAYO DRAFTFCB, Santiago, CHILE
Entry URL: http://www.sativa.cl/cannes/santaslittlehelper
Director Creativo: Pablo "Sativa" Castro (Mayo Dratf FCB)
Director Digital: Javier Yranzo (Mayo Draft FCB)
Art Director: Henrry Henriquez (Mayo Draft FCB)
Art Director: Joaquín Flores (Mayo Draft FCB)
Programmer: Michael Gómez (Mayo Draf FCB)
Account Executive: Juan Pablo Cruz (Mayo Draft FCB)
Media placement: Email-Marketing - Emali-Marketing - 10 December 2009

Describe the brief/objective of the direct campaign.
The target of this emailing were the nearly 10,000 high-value customers of Falabella, which participated in online campaigns during the year. The aim was to generate awareness of the brand at a time of high demand for gifts as it is Christmas, and lead to a hotsite where the user could create wishlists and purchase.

Explain why the creative execution was relevant to the product or service.
At Christmas most email-marketing seeks immediate sales. But the emotion is very important at Christmas and the gifts are surrounded by fantasies. Our approach gave the user a rewarding experience that served both, the goal of directing valuable customers to the Hotsite and delivering a relevant message to generate brand recall.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through a refreshing approach to email, we showed the purchase of a holiday gift as magical and easy. The character of Santa's Little Helper, Falabella symbolic property in Chile, was there. And finally we presented the benefit of choosing and buying Christmas gifts on the campaign Hotsite.

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.
Click Trough rate 12.48%