DON´T SELL THE LAKE by Leo Burnett Guatemala for CPLA

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DON´T SELL THE LAKE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Guatemala
Agency Leo Burnett Guatemala
Copywriter Ernesto Lopez
Designer Felipe Godoy
Released June 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: CPLA
Product/Service: LAKE PRESERVATION SOCIETY
Agency: LEO BURNETT GUATEMALA
Date of First Appearance: Jun 21 2009 12:00AM
Entrant Company: LEO BURNETT GUATEMALA, Guatemala City, GUATEMALA
Entry URL: http://www.quenovendanellago.com/premios.html
Designer: Felipe Godoy (Leo Burnett)
Copywriter: Ernesto Lopez (Leo Burnett)
Copyrwriter & Art Director: Yorik Illescas (Leo Burnett)
General Creative Director: Aviu Polanco (Leo Burnett)
Media placement: E-Mail Campaign - E-Mail Marketing - June 21st 2009

Describe the brief/objective of the direct campaign.
Lake Atitlán is one of Guatemala’s most beautiful places. The word Atitlán is Mayan word that translates as 'The place where the rainbow gets its colors'. In 2009 lake Atitlán was nominated as one of the new seven natural wonders of the world: www.new7wonders.com But Guatemalans were not interested in voting for the lake to become a natural wonder. So the objective was to grab their attention and make them vote for the lake.

Explain why the creative execution was relevant to the product or service.
Our client CPLA (Community for Lake Atitlán) is a non profit organization, with almost no budget for advertising activities. The new7wonders of the world was an online contest, and been a country with less than 15% of Internet penetration, we had just one shot to attract people and make them vote for the lake. So the idea of the e-mails was not only appropriate, it was perfect for the brand, because it attracted people and immediately directed them to vote. The e-mails also provided CPLA the buzz they needed to make the idea bigger.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Based on the popular saying: you never know what you have, until its gone. We told Guatemalans that lake Atitlán was for sale. Trough e-mail we sent a series of newspaper articles informing the intention of selling Lake Atitlán. At the end of each article we had our call to action: visit: www.donotselllthelake.com join us, and help us stop the alleged sale. In the website visitors were informed that the articles were made up as a way to get their attention in order to vote for Lake Atitlán. The site included a direct link to vote for lake Atitlán.

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.
-With only 3 e-mails we made Lake Atitlán climb up 186 spots in the nominee chart of the contest. -With a budget of only a Hundred US$ the idea proved to be a low cost but highly effective use of e-mail marketing and a potent vehicle to generate awareness about the lake. -Cost per contact was less than 0.01 US$