LAPTOP by Di Paola for LoJack

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LAPTOP

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency Di Paola
Art Director Jacinto Garay
Released October 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: LOJACK
Product/Service: LOJACK FOR LAPTOPS
Agency: DI PAOLA & ASOCIADOS WPP
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: DI PAOLA & ASOCIADOS WPP, Buenos Aires, ARGENTINA
Chief Operating Officer: Francisco di Paola (di Paola WPP)
Creative Director/Copywriter: Martín Valente (di Paola WPP)
Art Director: Jacinto Garay (di Paola WPP)
Account Director: Alejandra Santas (di Paola WPP)
General Creative Director: Flavio Rucci (di Paola WPP)
Marketing Manager: Enrique Vera Vionnet (LoJack)
Marketing Analist: Carolina canosa (LoJack)
Marketing Analist: Juana Mackinlay (LoJack)
Media placement: Direct Marketing - dimensional mail - october 15, 2009

Describe the brief/objective of the direct campaign.
The goal was to generate meetings with Chief Executive Officer's from several companies in order to present them with a corporate-oriented product: LoJack For Laptops. These people are used to receiving a great amount of communications, therefore we were to work with a piece that could be used as a door opener and that would cause such an impact that may get through the secretary, who usually receives the pieces. The action was to be executed with a very low budget.

Explain why the creative execution was relevant to the product or service.
With a very low budget - 60 laptops delivered at a production cost of US$2 per piece and the total investment of US$750, we managed to cause an impact and surprise, obtaining 35% interviews. Since we worked with not enough time and a sufficient budget to put together an online or video action, we used simple elements such as a flyer and a digital printed sleeve, thus getting a volumetric delivery with a high level of perceived quality value.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to use the same product that the service offered is protecting, as the medium of the message by sending an actual laptop (waste material from service), placing in the hands of the company’s manager the problem and the solution in order to arrange a meeting with a LoJack designated sales executive. A few hours later, the secretary would receive a phone call from that same sales representative, requesting an interview.

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.
Sixty deliveries were made, in batches in order to make the most of the mail service costs. We obtained 35% of positive answers to the interview. 33% of service sold during the interviews requested. Given the success of the action, the client has retained the same action for the following year.