Gillette DM SANDPAPER TEXTURED CARD by Ponto | Integer Sao Paulo

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Industry Shaving, Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Ponto | Integer Sao Paulo
Creative Director Ana Paula Dugaich Marques
Art Director Caroline Freire Cristiano Canguçu, Gustavo Sobral
Copywriter Alexandre Leão, Margit Junginger E Alexis Leiria
Producer Richard Denami
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE MACH 3
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director: Cristiano Canguçu (Ponto de Criação)
Copywriter: Margit Junginger (Ponto de Criação)
Copywriter: Alexandre Leão (Ponto de Criação)
Art Director: Cristiano Canguçu (Ponto de Criação)
Art Director: Gustavo Sobral (Ponto de Criação)
Account Vice President: Cristiano Corrêa (Ponto de Criação)
Account Director: Ana Foryan (Ponto de Criação)
Account Manager: Viviane Alves (Ponto de Criação)
Planner Director: Juliana Nappo (Ponto de Criação)
MediaDirector: Lusia Nicolino (Ponto de Criação)
Project Manager: Francine Novo (Ponto de Criação)
Producer: Richard Denami (Ponto de Criação)
Marketing Director: Paulo Koelle (Procter & Gamble)
Media placement: Business Cards - Schools - 15.12.2009

Describe the brief/objective of the direct campaign.
In order to promote the partnership between Mach3 and the Ministry of Education for the ENEM – a college entrance exam pre-test - a cute and easily distributed ad piece was created.

Explain why the creative execution was relevant to the product or service.
Gillette Mach3 was in the middle of a big campaign that incentivated young boys to take the ENEM Test, an important pretest for Brazils National College Exam. The key message of this campaign was: focus on yor education and become a winner in life. So we made a little piece to distribute to the candidates to remind them of how appearance is decisive when you are looking for a job. It was cheap, easy to give away and... memorable.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Sandpaper textured business cards were created with the following message on the back: “Be careful with first impressions.”

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 cards reached the hands of 200,000 ENEM candidates. When the action started, volume share was 6.3%. Within two months, it reached 7.7%, a total of 1.4 p.p.