VIRAL E-MAIL by Master Comunicacao for HANDMAX

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Master Comunicacao
Creative Director Luciano Toaldo, Claudio Freire, Victor Afonso, Felippe Motta
Art Director David Keller, Guilherme Rubini
Released June 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: HANDMAX
Product/Service: HAND SANITIZER
Date of First Appearance: Jun 22 2009 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Copywriter: Victor Afonso (Master Comunicação)
Art Director: David Keller (Master Comunicação)
Chief Creative Officer: Flavio Waiteman (Master Comunicação)
Creative Director: Victor Afonso (Master Comunicação)
Creative Director: Claudio Freire (Master Comunicação)
Creative Director: Luciano Toaldo (Master Comunicação)
Art Director: Guilherme Rubini (Master Comunicação)
Media placement: E-Mail Marketing - Internet - 22 June 2009

Describe the brief/objective of the direct campaign.
Swine flu was the hottest topic of conversation in winter 2009 in Brazil. Such concerns made sanitizing hand gels, a previously unknown product in the country, become part of the daily lives of Brazilians. It was an opportunity for Handmax to raise awareness and increase its sales with a direct response strategy.

Explain why the creative execution was relevant to the product or service.
Handmax made use of the media where most of the information (and, unfortunately, the disinformation) about swine flu circulated: the Internet. Besides, it had no cost at all.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An e-mail marketing was created with the subject 'How to fight the swine flu'.It showed one of the greatest dangers of a virus like the H1N1: the fact that it is invisible to the naked eye. To demonstrate this and make the need to use Handmax clear, a simple resource was used: part of the e-mail text was written in white font, so that the entire message could only be seen after the text was selected with the mouse.

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.
In spite of the appearance of countless new sanitizing hand gels prompted by the swine flu outbreak, Handmax still managed a sales increase of 30% in comparison to the previous year.