Gm Colmotores DM DRAWINGS by Sancho BBDO Bogota

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DRAWINGS

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Industry Sports and Health Clubs, Gyms, Education
Media Direct marketing
Market Colombia
Agency Sancho BBDO Bogota
Art Director Claudia Murillo
Copywriter Daniel Mosquera
Designer Juan Camilo Hernández, Oscar Romero, Leonardo Salgado
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: GM COLMOTORES
Product/Service: DRIVING SCHOOL
Agency: SANCHO BBDO
Date of First Appearance: May 3 2010
Entrant Company: SANCHO BBDO, Bogotá, COLOMBIA
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Senior Copywriter: Andrés Norato (Sancho BBDO)
Art Director: Claudia Murillo (Sancho BBDO)
Copywriter: Daniel Mosquera (Sancho BBDO)
Designer: Oscar Romero (Sancho BBDO)
Designer: Leonardo Salgado (Sancho BBDO)
Account Manager: Mónica Mejía (Sancho BBDO)
Account Manager: Maria Alejandra Peñalosa (Sancho BBDO)
Account Manager: Carlos Felipe Arango (Sancho BBDO)
Designer: Juan Camilo Hernández (Sancho BBDO)
Film Production: Tonka (La Muvi Films)
Media placement: Flat Mailing - Taxi Drivers Childrens Drawings - 10 July 2010

Describe the brief/objective of the direct campaign.
For the first students’ promotion of Chevrolet Taxi Drivers’ University we projected a desertion of 40%. We had to find a way to reduce this percentage to 20%.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To prevent most of them leaving the University, we decided to motivate them through the youngest members of their families.

We delivered to every child, a kit containing crayons and sheets of paper with the following statement printed:

Draw how you imagine your father studying at the Chevrolet Taxi Driver’s University , and once finished give it back to him/her.

Getting that through a drawing, each student discovered how important his process at the University was for their children and families make most of them to reinforce their commitment and finally get graduated in December 2010.

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Explain why the creative execution was relevant to the product or service.
This simple but effective direct mail, managed to hit each and every one of the students at the Chevrolet Taxi Driver’s University and also made ​​the commitment that originally they acquire with themselves became a commitment to his family and especially to their little children. Thus we get the University and especially the Chevrolet brand entered in a relevant, positive and friendly way into the life of its target’s families.

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 inspiring drawings of every child and the pride that each reflected on it, made desertion was only 10%.

Of 600 students enrolled at the beginning of the program:

537 of them get graduated at December of 2010 as: technicians on the administration of passengers' individual service
537 proud children and families
537 better taxi drivers out in the streets