Mapfre DM IMPACT by Qg Propaganda

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IMPACT

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Industry Traffic safety
Media Direct marketing
Market Brazil
Agency Qg Propaganda
Creative Director Marcello Droopy Almeida
Art Director Mauricio Lo Sardo, Camila Sayuri Miyamura
Copywriter Fred Saldanha, Daniel Bayer, Tiago Meloni
Photographer Ricardo De Vicq
Account Supervisor Carlos Adelio Lima
Released April 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MAPFRE INSURANCE
Product/Service: PUBLIC AWARENESS
Agency: QG PROPAGANDA
Creative Director: Marcello Droopy (QG Propaganda)
Copywriter: Daniel Bayer (QG Propaganda)
Copywriter: Tiago Meloni (QG Propaganda)
Art Director: Mauricio Lo Sardo (QG Propaganda)
Art Director: Camila Sayuri Miyamura (QG Propaganda)
Art Buyer: Alexandre Oliveira (QG Propaganda)
Account Supervisor: Carlos Lima (QG Propaganda)
Photographer: Ricardo de Vicq (Ricardo de Vicq)
Media placement: parking hanger - cars at parking lots - 20/04/2012

Describe the brief/objective of the direct campaign.
Our strategy was to raise awareness amongst drivers of all ages about the dangers of texting and driving, within a very limited budget for this specific action.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We decided to focus on clients of Mapfre’s associated parking lots, placing parking hangers with strong images of people being struck by cell phones in their rearview mirrors.

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

We were able to raise awareness on the subject amongst our clients, within a tiny budget. And although we used strong images, they were not aggressive or offensive in any way, on the contrary, they were a beautiful analogy of the dangers of texting and driving.

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.
Since this was a public awareness campaign, we are not able to quantify how many people stopped texting and driving. Since it’s illegal to do it, and subject to heavy fines, no one will admit that they used do it in the first place. However, we received a large number of compliments from our clients.