Gustavo Tasselli DM MYSTERIOUS CELL PHONE by Gustavo Tasselli

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MYSTERIOUS CELL PHONE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency Gustavo Tasselli
Copywriter Gustavo Tasselli
Released March 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: GUSTAVO TASSELLI
Product/Service: SELF PROMOTION
Agency: GUSTAVO TASSELLI
Date of First Appearance: Mar 20 2010
Entrant Company: GUSTAVO TASSELLI, Sao Paulo, BRAZIL
Copywriter: Gustavo Tasselli (Gustavo Tasselli)
Media placement: Direct Mail - Direct Mail - 20 March 2010

Describe the brief/objective of the direct campaign.
Junior copywriter looking to arrange interviews with the best and busiest Creative Directors in Brazil, without being blocked by their secretaries.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Idea: To send them a box, with the CD’s name on it. Inside it no names, nothing. Only a cell phone and three simple instructions. By following them, they would call the creative. The creative would then answer the phone calling them by their names.

Explain why the creative execution was relevant to the product or service.
There are thousands of junior creative's looking for jobs in Sao Paulo and all of them want the same agencies: the big ones.
Using the phone the individual could dodge the secretaries, speak to the Creative Director and stand out from the other junior creative's - at the same time.

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 return on investment was outstanding. Everything cost me only $17 since the phones were donated by friends that weren't using them anymore.

I sent 4 cell phones 13 times (in total). Ten Creative Directors called me, arranged interviews and gave me the phone back. A efficiency of 77%.
I met almost all of them, because I got an internship offer (at Publicis) and a job offer (at DDB Brazil) before I could see them all.