Comunique-se DM YOUR TV by Salem

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Industry Business equipment & services
Media Direct marketing
Market Brazil
Agency Salem
Art Director Flavio Takahashi, Daniel Marino Schiavon
Released October 2009

Credits & Description

Category: Business Products & Services
Advertiser: COMUNIQUE-SE
Agency: SALEM
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Art Director: Daniel Schiavon (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Rodrigo Azevedo (Comunique-se)
Media placement: Dimensional Mailing - Special Delivery - 05 October 2009

Describe the brief/objective of the direct campaign.
Comunique-se is the Brazilian communication portal with the largest journalist community in the world. Its site is navigated by journalists and communicators. It has a portfolio of innovative and exclusive online services that make it easier for companies to communicate with the media: Online Press Conference, Release Distributor, Press Mailing, among others. It recently launched a special product: an internal TV for companies. The campaign objective was to generate leads for the sales team to visit large companies and present this new service. The target audience consisted of the marketing directors of the 100 largest companies in the country.

Explain why the creative execution was relevant to the product or service.
The boxes were produced to look exactly like an original plasma TV box. All the information that usually comes on these boxes was reproduced on the piece to make it look even more authentic. The TV brand names were printed, one by one, with the personalised name of each company receiving the piece. The product presentation text was also printed on the outside of the box. The boxes were delivered by two deliverymen who simulated the weight of the piece as though it was a real TV. The executives were surprised because they thought they were receiving a real TV.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A very simple piece was developed to attract the attention of the target audience to the television being launched by Comunique-se. It consisted of a TV packaging box just like the one we carry away when we buy a plasma TV. A curiously distinguishing aspect was that on the outside of the TV-illustrated box, instead of famous TV brands like Sony, Samsung, Philco or LG, the names of the companies receiving the piece were printed, like Nestlé, Volkswagen and Carrefour. The campaign concept was ;Now you can have a TV with your brand name.

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 total campaign investment was USD 7,250.00 for a total of 100 pieces, corresponding to USD 72.50 per impact. Of the executives receiving the material, 64 requested a visit by Comunique-se (64%). Of these 64 prospects, 5 became clients, or 7.80%. The average investment amount was USD 3,500.00 for the setup fee plus USD 750.00 a month. In the first year, the total gross sales generated were USD 17,500.00 for the setup plus USD 45,000.00 for the monthly maintenance, amounting to USD 62,500.00. Therefore, the ROI was 88.40%, and the return on each dollar invested was USD 88.40.