TURNING HAZING INTO ART by Artplan Rio de Janeiro for UNIVERSIDADE ESTÁCIO DE SÁ

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TURNING HAZING INTO ART

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market Brazil
Agency Artplan Rio de Janeiro
Creative Director Roberto Vilhena
Art Director Carolina Lobianco, Ronaldo Fonseca
Copywriter Roberto Sá Filho
Released February 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: UNIVERSIDADE ESTÁCIO DE SÁ
Product/Service: GRAPHIC DESIGN COURSES
Agency: ARTPLAN
Date of First Appearance: Feb 8 2011
Entrant Company: ARTPLAN, Rio de Janeiro, BRAZIL
Art Director: Ronaldo Fonseca (Artplan)
Art Director: Carolina Lobianco (Artplan)
Copywriter: Roberto Sá Filho (Artplan)
Creative Director: Roberto Vilhena (Artplan)
Artbuyer: Tatiana Braga (Artplan)
Account Manager: Cristiana Miranda (Artplan)
Media placement: Outdoor - - - 08/02/2011

Describe the brief/objective of the direct campaign.
Estácio is one of the biggest Higher Education Institutes in Brazil and offers several career options. But other colleges that offer only one career are seen as specialist, what caused the expansion of their market share.

Because of this increasingly competitive scenario, a specific campaign was necessary to reach young people who are about to enter college. The objective was to raise demand and enrolment statistics of a single course: Graphic Design.

As a strategy, we used R$17 in paint and pens, to transform freshmen in true pieces of Graphic Design.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Brazil, traditionally, freshmen are foolishly painted by the veterans when they enter College. Then, they have to go out on the streets in order to gain money for their welcome party.

To transform something negative in an opportunity to raise demand and enrolment in the Graphic Design course, we used Graphic Design itself. Having their body painted by the seniors, fresher’s went around as true pieces of Graphic Design, interacting with people and transmitting a positive image of their course. They demonstrated the capacity of turning something bad in graphic beauty. The students informed passers-by about the university website and when to apply. How much did it cost? Only R$17.

Explain why the creative execution was relevant to the product or service.
By using freshmen as a tool for their own Graphic Design course, we put together fresher’s and vets that, as true faces of the brand, interacted with the audience and highlighted the course strength: creativity, technique and capacity to transform something bad, like hazing, in good. And the best of it: with a low cost of only R$17 (U$10)

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.
With a budget of only R$17 (U$10), enough to buy 36 paint cans and a pack of pens, we hit downtown Rio de Janeiro during rush hour. An audience of about 39 thousand people, along with immeasurable repercussion on the internet.

Media impact on the streets and internet generated an increase in demand and a raise of 30% in enrolment rates in Graphic Design at Estacio, compared to previous years.