Bauducco DM COOKIE by ALMAP BBDO Brazil

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Luiz Sanches Jr.
Art Director Denis Peralta
Typographer Jose Roberto Bezerra
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: BAUDUCCO
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Chief Creative Officer and Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Denis Peralta (AlmapBBDO)
Typographer: José Roberto Bezerra (AlmapBBDO)
Advertiser's Supervisor: Paulo Cardamone (Bauducco)
Planner: Cintia Gonçalves (AlmapBBDO)
Planner: Fernanda Barone (AlmapBBDO)
Planner: Renata Bonilha (AlmapBBDO)
Media placement: direct - bauducco's office - 30 April 2010

Describe the brief/objective of the direct campaign.
The brief was to keep working on Bauducco's products in an innovative way.

Explain why the creative execution was relevant to the product or service.
It was a way of innovate the greeting moment and also a way of promoving the product Bauducco offers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It was done, in one of the most popular products of Bauducco, which is 'Maxi Goiabinha' (a cookie filled with guava jelly on the inside), a greeting card with the contacts of the Director of Marketing, as a new way of presenting himself to people.

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 result was nothing less than a pleased client