Iss Hygiene Services DM CLOTHES by Ogilvy & Mather Lisbon

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Portugal
Agency Ogilvy & Mather Lisbon
Executive Creative Director Joao Espirito Santo
Art Director Andre Gomes, Marcos Lacerda
Copywriter Isabel Zambujal
Released May 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ISS
Product/Service: POVERTY AWARENESS
Agency: OGILVY & MATHER PORTUGAL
Date of First Appearance: May 14 2010
Entrant Company: OGILVY & MATHER PORTUGAL, Lisbon, PORTUGAL
Executive Creative Director: João Espírito Santo (Ogilvy & Mather Portugal)
Creative Supervisor: Isabel Zambujal/André Lacerda (Ogilvy & Mather Portugal)
Copywriter: Isabel Zambujal (Ogilvy & Mather Portugal)
Art Director: André Lacerda (Ogilvy & Mather Portugal)
Agency Producer: Eduardo Vale (Ogilvy & Mather Portugal)
Production Director: Eduardo Vale (Ogilvy & Mather Portugal)
Managing Partner: Francisco Costa (Ogilvy & Mather Portugal)
Account Director: Ana Coelho (Ogilvy & Mather Portugal)
Media placement: Direct Mail - Personal Delivery - May 14, 2010
Describe the brief/objective of the direct campaign.
The Challenge
Invite journalists to the poorest stand in the world at Rock_in_Rio, the world's largest music Festival. Without drinks, gifts, beautiful or famous people.
The stand was requested by the State to alert to "The European Year for Combating Poverty and Social Exclusion”.
We did not make that stand.
We brought poverty to the Festival, next to luxurious stands.
We built a shack.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Idea
We sent poverty to news desks with a teaser message:
"True poverty is to turn away". This mailing was followed by an email with the revelation.
Explain why the creative execution was relevant to the product or service.
We delivered reality. Not a production.
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 results
Strong media coverage (Tv, press, sites, blogs).
18.000 fans on Facebook (14th in local Fb campaigns)*.
No one turned away.
*Source: fbrankpt.com