COVERS by McCann Buenos Aires for Latinstock

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Industry Photo Development, Website
Media Direct marketing
Market Argentina
Agency McCann Buenos Aires
Executive Creative Director Damian Kepel, Sebastian Castañeda
Creative Director Rodrigo Garcia Polignano, Mariano Legname
Released March 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: LATINSTOCK/CORBIS
Product/Service: LATINSTOCK CONTENT BANK
Agency: McCANN ERICKSON ARGENTINA
Date of First Appearance: Mar 22 2010 12:00AM
Entrant Company: McCANN ERICKSON ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Sebastián Castañeda (McCann Erickson)
Creative Director: Mariano Legname (McCann Erickson)
Creative Director: Rodrigo Polignano (McCann Erickson)
Media placement: Direct Marketing - Advertising Agency - 3 January 2010

Describe the brief/objective of the direct campaign.
The target audience was drawn from new customers among the creative departments. To communicate that Latinstock/Corbis is now more than an image bank. It is a content bank because it offers not only images, but also footage and sound. We had to do this with a very low budget action, if creative people have images, footage and sounds; their laptops almost become production houses. Hence, we gave the most prominent creative people from Argentina a laptop cover with their name printed on it. The names had the type and aesthethics of the best and most well known production companies of the local market.

Explain why the creative execution was relevant to the product or service.

This was a low budget solution that allowed the brand to talk directly to its core target about the service in a new, relevant way. This idea allowed us to get directly into the agencies, giving the most prominent creative’s a tool for their every day job and turning them into a new medium to carry the message to other people at the same time. Because it makes a clear and strong statement about Latinstock´s benefit in a low budget way, which is what Latinstock conceptually represents: high quality contents for solving every day issues without having to depend on a major production company´s fees.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The projected response towards the action exceeded greatly the goals of the brief and the client expectations, comparing the clicks and sales increase with the action budget. (USD 500)

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 the first three weeks after the idea was carried out, the number of visits to Latinstock's website increased by 20% in comparison to the month before. At the same time, the amount of images and clips that were sold increased in an 18% in comparison to the previous month.