SHARK FINNING by Publimark Lowe San Jose for MarViva

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SHARK FINNING

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Costa Rica
Agency Publimark Lowe San Jose
Creative Director Franklin Guevara
Copywriter Pablo Chacón
Released October 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MARVIVA
Product/Service: NO TO SHARK FINNING
Agency: PUBLIMARK LOWE
Chief Creative Director: Javier Zeledon (Publimark Lowe)
Design: Milena Soto (Publimark Lowe)
Copywriter: Pablo Chacón (Publimark Lowe)
Creative Director: Franklin Guevara (Publimark Lowe)
Media placement: Ambient - Restaurants - October 2011

Describe the brief/objective of the direct campaign.

Shark finning is a huge problem in Costa Rica, fishermen capture sharks to cut off their fins because of their aphrodisiac value, and then throw them back into the ocean, condemning them to a slow and painful death. In the country, there are laws to punish this kind of actions, but they're not strong enough to stop them.

Strategy: the only way to put an end to shark finning is to stop people from consuming these products and to create rejection of these actions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We put stickers on ketchup packets with a shark image and a message to create conscience, there were distributed in seafood restaurants where dishes made with shark fin were being served. When people opened a packet of ketchup to add to their meals, they discovered the message: 'You can still be part of the solution' and a web address to sign a petition to ask the government to approve a law to stop Shark Finning.

Explain why the creative execution was relevant to the product or service.
The placement was very relevant and appropriate for the brand because it was at the main seafood restaurants. Also the use of the sticker was very creative because the shark fin matched perfectly with the packet opening side corner.

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.
This little packet make the consumption of shark fins drop to 80% and 780,355 people signed the web petition, this support helped the government to approve the law against shark finning.