BIG HEAD by Salem for Comunique-se

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BIG HEAD

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released August 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: COMUNIQUE-SE
Product/Service: JOURNALISM AWARD
Agency: SALEM
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Rodrigo Azevedo (Comunique-se)
Media placement: Dimensional Mailing - Direct Mail - 1 August 2009
Media placement: E-Mail - Internet - 1 August 2009

Describe the brief/objective of the direct campaign.
The Comunique-se Award is the most important award-winning ceremony of Brazilian journalism, awarding the country’s best journalists, elected by the direct vote of over 80 thousand professionals in the field. Since these professionals work in the country’s most important news organisation, they are always busy and very skeptical about any conventional communication material. The challenge was to create an original campaign with a different offer and completely new appeal to motivate the greatest number of finalist journalists to receive their trophies personally on the gala award-winning evening, thus confirming their fame at the most highly prized ceremony of Brazilian journalism.

Explain why the creative execution was relevant to the product or service.
There was a male and a female box version, with inner tabs, and a completely personalised videotape and hot site. The conversation between the doctor and the mother were recorded for each journalist individually. To build up the expectations, the campaign began by sending an email to all the professionals from the newsrooms where the journalists worked. This email showed the ultrasound that the mother of someone from the newsroom had done when she was pregnant. Everyone from the department had fun trying to find out whose mother it was. The box arrived on the next day, revealing the journalist.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to value the journalist as one of the big heads in Brazilian journalism. This was executed by showing a physically large head. The campaign consisted of a videocassette sent to the journalist, inviting him to see the ultrasound his mother had done when she was pregnant. Watching the video, he could hear the conversation between his mother and the doctor, discussing her baby’s oversized head. The campaign was developed so that the professional would feel highly valued, would interact with the piece and would realize it was made exclusively for him.

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 highly personalised nature, creativity and humour of the piece attracted great attention. The total campaign investment was USD 10,500.00 for a total of 96 impacts, that is, USD 109.38 per impact. Of the total journalists invited, 94 attended the ceremony, generating a 98% return rate and a cost of USD 111.70 per lead. Since we are already into the 7th year of the award, the challenge of achieving its goals was even greater. Nonetheless, in addition to the high rate of return (98%), we managed to surpass the previous year’s campaign results, which were 92% attendance.