Freeport DM SUPERSTICIOUS OUTDOOR by Leo Burnett Iberia Madrid

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Creative Director Chacho Puebla
Art Director Thiago Cruz E Pedro Hefs
Copywriter Pedro Ribeiro, Jaime Nascimento
Producer Cristina Almeida
Released October 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: FREEPORT
Date of First Appearance: Oct 27 2010
Entry URL:
Creative Director: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Thiago Cruz (Leo Burnett Iberia)
Copywriter: Jaime Nascimento/Pedro Ribeiro (Leo Burnett Iberia)
Account Director: Paula Lopes (Leo Burnett Iberia)
Account Executive: Raquel Pinheiro/Mafalda Coelho (Leo Burnett Iberia)
PR: Marta Guimarães (Leo Burnett Iberia)
Producer: Cristina Almeida (Leo Burnett Iberia)
TV Producer / Editor: Hugo Lage (Leo Burnett Iberia)
Graphic Producer: António Franca (Leo Burnett Iberia)
Video: (Mastershot)
Media placement: Outdoor - Street Billboard - 27/10/2010

Describe the brief/objective of the direct campaign.
Freeport, the biggest outlet in Europe, is known for its exhibition center which was created to attract costumers. Freeport needed to promote the strangest exhibition it had to date: The Witchcraft exhibition.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We dared people to visit by creating the Superstitious Billboard. An interactive billboard that challenged people’s behaviour on the spot.
We installed a ladder, one of the main symbols of superstition, on a billboard.
But a ladder with sensors that detected who chose to pass beneath it and those who chose to go around it. We were expecting a clear win for superstitious people making everyone see that witchcraft may not be so strange after all and that the exhibition was worthy of visit.

Explain why the creative execution was relevant to the product or service.
With this idea we’ve challenged the established preconceptions about this subject. People say they don’t believe in witchcraft but then they avoid going under a ladder. This is what we wanted to point out and what we wanted people to think about. Definitely a good reason to visit Freeport.

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.
Clearly, the number of superstitious people won. With just one outdoor on a very busy street, we were able to create a piece that was almost impossible not to answer it and that reflected on visits.
The exhibition which was a success both of public and earned media.