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Industry Shows, Events & Festivals
Media Direct marketing
Market Argentina
Agency icolic
Executive Creative Director Mariano Dorfman
Art Director Nicolas Berretta
Designer Juan Pablo Compeano
Producer Jonathan Moscovich
Released February 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: AWARDS
Agency: ICOLIC
Date of First Appearance: Feb 5 2011
Entrant Company: ICOLIC, Buenos Aires, ARGENTINA
Entry URL: http://www.icolic.net/myhotrussianfriend
Executive Creative Director: Mariano Dorfman (Icolic)
Executive Accounts Director: Fernando Coronel (Icolic)
Account: Elizabeth Rol (Icolic)
Account: Daniela Lipani (Icolic)
Art Director: Nicolas Berretta (Icolic)
Copy: Francisco Lopez (Icolic)
Designer: Juan Pablo Compeano (Icolic)
Producer: Jonathan Moscovich (Icolic)
Media placement: Social - Facebook - Facebook - 05-02-2011
Media placement: Social - Twitter - Twitter - 05-02-2011
Media placement: Digital - email - Email - 08-02-2011
Media placement: Mobile Phone - Mobile - 10-02-2011
Media placement: Visit to the agency - Agency - 15-02-2011

Describe the brief/objective of the direct campaign.
For the 5th consecutive year, the IAB Argentina has launched “The Best Interactive Campaign”, their annual award. But, with a difference... this year, entries will be paid for the first time.
So, we needed to persuade the most important interactive creative directors to submit their campaigns.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
First, we create a character: Natasha Kzlova, a very hot Russian girl, who born in Facebok, Twitter and Linkedin.
Then, the idea: use the information given to us in Social Media by our “victims”, to conduct a thorough daily follow up. Because, when someone cheks-in somewhere we know they are not at the agency.
And that´s when Natasha came in. First, with many calls to the agency when they are not there. Then, leaving a message with her phone number. And finally, with many messages in Facebook and Twitter.
After 2 weeks of “failed” contacts and a lot of suspense, we surprise them at the agency to reveal the mystery of Natasha, and give them a special invitation to submit their campaigns.
We expected at least 8 of those 12 agencies to make their entries and not decreasing by more than 20% as compared to last year

Explain why the creative execution was relevant to the product or service.
Despite the fact that for the first time the award had to be paid, the number of entries remained steady and everyone in the digital industry was talking about the awards

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.
11 out of 12 contacted agencies entered their campaigns, which represented more than 75% of the total entries.
Despite the fact that for the first time the award had to be paid, the number of entries remained steady. In 2010 there were 70 entries and $ 0 collected. In 2011 there were 72 entries and $ 9.500 collected.