GHM DM SUN USB by FCB Montevideo

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Uruguay
Agency FCB Montevideo
Creative Director Martín Luzardo
Art Director Ernesto García
Copywriter Ernesto Patisson, Michelle Capdevielle, Luciana Ramírez
Account Supervisor Agostina Ponzoni
Released October 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: GHM
Agency: EFPZ/FCB
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: EFPZ/FCB, Montevideo, URUGUAY
Entry URL:
Copywriter: Ernesto Patisson (efpz / DRAFT FCB)
General Creative Director: Martín Sica (efpz / DRAFT FCB)
Copywriter: Michelle Capdevielle (efpz / DRAFT FCB)
Art Director: Ernesto García (efpz / DRAFT FCB)
Agency Producer: Rosina Richero (efpz / DRAFT FCB)
Agency Producer: Diego Odizzio (efpz / DRAFT FCB)
Account Supervisor: Agostina Ponzoni (efpz / DRAFT FCB)
Account executive: Cecilia Drever (efpz / DRAFT FCB)
Copywriter: Luciana Ramírez (efpz / DRAFT FCB)
Edition: Juan Buscarons
Case presentation: Gunther Glan (efpz / DRAFT FCB)
Production: Rodolfo Pienika
Creative Director: Martín Luzardo (efpz / DRAFT FCB)
Media placement: Sun Usb (Direct Mktg Action) - GHM Computers - 1 Oct 2009

Describe the brief/objective of the direct campaign.
Brief: To convene the communication media to attend the launch of CTRL+UY, the first desktop computer case design carried out in Uruguay, promoted by GHM, the only Uruguayan desktop computer brand. Loyal to both the contest and the brand communication and strategy, which intended to show how technology can boost creativity among Uruguayan people –all of this with a very low cost-, we came up with an innovative creation in order to call the attention of journalists and opinion leaders to the event. By doing this, we would have them covering the news and spreading them.

Explain why the creative execution was relevant to the product or service.
The Creative execution: The execution was 100% relevant and loyal to a purely Uruguayan technology-related brands’ nature. The SUN USB operated as a perfect invitation to the launch of a contest inviting to create technology from the foundations of the Uruguayan culture and identity. Besides being an innovative and practical invention, the SUN-USB was a clear example of a communication strategy, transferred to a tangible object, which invited people to think beyond, and to imagine what we could create when combining an everyday element with a technological device, which is within everyone's reach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Creative solution: Faithful to the nature of inventive and creativeness of the event, we decided that the invitation to attend it should be nothing but an invention. To that effect, we utilised “The SUN”, a 100% Uruguayan invention. The SUN is an electric device, popular since the 60’s, which is used to heat water, coffee, tea, or to maintain the warmth of any liquid, and we made a slight but very significant alteration to it. We invented the SUN-USB, so that water could be heated from any computer, and we mailed them together with the invitation to our intended guests: Journalists! Those who consume as much technology as coffee!

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 results Our original invitation achieved the attendance of the leading newspapers, television channels and radio stations to cover the event. Each SUN/USB was made at a cost of 5 dollars, and aroused the coverage of, among others, the market leading news bulletin which is aired in prime time, and has an audience that exceeds 10 points of rating. It also caught the eye of, the second most visited portal with over 2 million visits a month and over 400 thousand registered users. We transformed a Direct Marketing action aimed to inviting the press to a launch event, into an everyday use device for home or the office.