Lowe DM CALL TO ACTION by Lowe Istanbul

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CALL TO ACTION

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Turkey
Agency Lowe Istanbul
Creative Director Tuba Samli Atilla, Tuba Şamli Atilla- Tayfun Kisacik
Art Director Levent Karakaya
Copywriter Kadirhan Basalak, Volkand Bintepe
Released April 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: LOWE
Product/Service: SELF PROMOTION
Agency: LOWE ISTANBUL
Date of First Appearance: Apr 14 2011
Entrant Company: LOWE ISTANBUL, TURKEY
Copywriter: Volkand Bintepe (Lowe)
Art Director: Levent Karakaya (Lowe)
Creative Director: Tayfun Kisacik (Lowe)
Creative Director: Tuba Samli (Lowe)
Copywriter: Kadirhan Basalak (Lowe)
Media placement: Direct Marketing - Agency self promo/DVD - 14 April 2011

Describe the brief/objective of the direct campaign.
Our aim was to publish a recruitment campaign to find a new creative team.
We needed a work that attract the other advertising agency members interests and trigger them to apply for working with us. We had to find a way to step into the other big advertising agencies.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
“Metin” came to our minds. A very well known packman by all ad agency workers.
He sells DVDs by knocking around all of the agencies.
We created a fake DVD movie called “CALL TO ACTION” with its cover.
Movie tells a story about a creative team whose lives has been changed by a DVD that they found in DVD Metin’s collection.
At the back of the cover, we recounted the team’s story shortly and we wanted them to share their CVs for the leading role in this story. Also we inserted a trailer into the box with a DVD.

Explain why the creative execution was relevant to the product or service.
CALL TO ACTION DVD has toured all of the biggest advertising agencies with the other movies in DVD Metin’s bag. Our job offer attained directly hundreds of agency workers without any cost with a surprise effect.

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.
Just in 12 days 94 qualified creative advertisers has sent their CVs to the e-mail adress that we gave in the trailer and DVD cover.
Now, we have a new creative team.