Gandhi Bookstores DM TWO STORIES by Ogilvy & Mather Mexico

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Industry Book store
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Alejandro Beltran, David Zacarías
Art Director Hector Cruz
Copywriter Emanuel Aguilar, Jeremy Katz
Digital Creative Director Carlos Holcombe
Released December 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Creative V.p.: José Montalvo (Ogilvy México)
Creative V.p.: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Alejandro Beltrán (Ogilvy México)
Creative Director: David Zacarías (Ogilvy México)
Copywriter Trainee: Alejandro Ortiz Izquierdo (Ogilvy México)
Copywriter: Jeremy Katz (Ogilvy Ny)
Copywriter: Emanuel Aguilar (Ogilvy Mexico)
Digital Creative Director: Carlos Holcombe (Ogilvy México)
Art Director: Hector Cruz (Ogilvy México)
Agency Producer: Ivan Carrasco (Ogilvy Mexico)
Media placement: E Mail - Data Base Gandhi Bookstores Clients - 1 Dec 2011

Describe the brief/objective of the direct campaign.
In Mexico people only read half a book per year. However, people who read are very fond of Gandhi Bookstores, this is why we made a promo thinking of them. Take two books and pay only one.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made a side by side print to communicate the promo to our clients. We wrote a text with two different kinds of punctuations. Each text told a different story. That's how we made the point: Take two stories at the price of one.

Explain why the creative execution was relevant to the product or service.
People who like to read, found this piece really entertaining. For them, it was a relevant way to make a promo.

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.
The promo was limited to a certain quantity of books, which sold out one week before our deadline.