MTV DM THE RESCUE JACKET by Leo Burnett Iberia Madrid

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THE RESCUE JACKET

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Creative Director Juan Sevilla, Erick Rosa, Fernando Duarte, Angel Morales, Juan Pablo Christmann
Art Director Ignacio Capelo
Copywriter Miriam Alonso
Released April 2011

Credits & Description

Category: Publications & Media
Advertiser: MTV PORTUGAL
Product/Service: TV SHOW
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 15 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Erick Rosa (Leo Burnett Iberia)
Copywriter: Miriam Alonso (Leo Burnett Iberia)
Art Director: Ignacio Capelo (Leo Burnett Iberia)
Account Director: Tiago Reis (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Product - Direct Marketing To Media - 15 April 2011

Describe the brief/objective of the direct campaign.
The Rescue Jacket. A new way to ditch someone. There are unconfortable dates that you don´t know how to run away from. Like when a girl chews with her mouth openor burps, or when he won´t stop talking about his ex, or worse, about his mother.Describe how the promotion developed from concept to implementation.
That´s why we created The Rescue Jacket. The jacket that helps you run away from a Disaster Date. The jacket also invites the poor jilted guy to whatch the Disaster Date of MTV to learn what NOT to do on a date.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created The Rescue Jacket. The jacket that helps you run away from a Disaster Date. The jacket also invites the poor jilted guy to whatch the Disaster Date of MTV to learn what NOT to do on a date.

Explain why the creative execution was relevant to the product or service.
The show disaster date is irreverant and fun, the resuce jacket is also.

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.
More happy ending dates, at least for one guy. More people with a new jacket. More people will know what NOT to do on a date.