KALI TATTOO DM TATTOOGUM by Ponto | Integer Sao Paulo



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Industry Beauty Salons & Cosmetic Services
Media Direct marketing
Market Brazil
Agency Ponto | Integer Sao Paulo
Executive Creative Director Ana Paula Dugaich Marques
Creative Director Caroline Freire Cristiano Canguçu
Art Director Nando Zenari, Cleber Rodrigo, Douglas Cardoso
Copywriter Douglas Cardoso
Released April 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: KALI TATTOO
Product/Service: TATTOO STUDIO
Date of First Appearance: Apr 16 2011
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Executive Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director: Caroline Freire (Ponto de Criação)
Creative Director: Cristiano Canguçu (Ponto de Criação)
Art Director: Cleber Rodrigo (Ponto de Criação)
Art Director: Douglas Cardoso (Ponto de Criação)
Art Director: Nando Zenari (Ponto de Criação)
Copywriter: Douglas Cardoso (Ponto de Criação)
Account Vice President: Cristiano Correa (Ponto de Criação)
Media placement: Direct Campaign - Mail - April 16th 2011

Describe the brief/objective of the direct campaign.
- Get new customers.
-The strategy was promote a new tattoo studio while drawing the attention of influential people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a box to some renowned personalities; such as artists, journalists, musicians, and entertainers. Each box contained a single piece gum and a self-adhesive fake tattoo. The difference is that some of these fake tattoos came with the chance to win a real tattoo.

Explain why the creative execution was relevant to the product or service.
20 years ago in Brazil, it was common for children to receive fake tattoos with gum. This concept allowed those that received the box to reminisce on their childhood.

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 addition to creating a buzz, the action of direct marketing generated spontaneous activity in various blogs and social networks.