Forbes DM BILLIONAIRE STICKERS by Ogilvy Sao Paulo

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Industry Magazines
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Art Director Gabriel Jardim
Copywriter Travis Klausmeister, Eduardo Marques Porto
Producer Antonio Caros Vô
Account Supervisor Natalie Bursztyn
Released April 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: FORBES BRAZIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Art Director: Gabriel Jardim (Ogilvy Brasil)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Copywriter: Travis Klausmeister (Ogilvy Brasil)
Account Director: Carolina Rocha (Ogilvy Brasil)
Account Supervisor: Natalie Bursztyn (Ogilvy Brasil)
Advertiser's Supervisor: Antonio Camarotti (Forbes Brasil)
Producer: Antonio Caros Vô (Ogilvy Brasil)
Media placement: Bump Stickers - Forbes Magazine Insert - 11th April 2012

Describe the brief/objective of the direct campaign.
Send a giveaway with the very first issue of Forbes Brazil, targeting CEOs, CFOs, CCOs, Presidents and, of course, billionaires. The problem: what do you give someone who has everything?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Billionaire Stickers: a parody of the most iconic bumper stickers, but, with a twist: modified for billionaires.

Explain why the creative execution was relevant to the product or service.
Millionaires are Forbes' main target, they are the ones who set the magazine as a prestigious brand.

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.
Millionaires are Forbes' main target, they are the ones who set the magazine as a prestigious brand. The stickers congratulated our readers' success in a funny way and launched the Brazilian Forbes slogan, Welcome to the list, increasing talkability throughout our target market. The best result: we gave them something memorable that even they can't purchase, a laugh.