WHY IS MY SOAP IN ENGLISH? by Leo Burnett Guatemala for Multivistas

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Industry Recruiting
Media Direct marketing
Market Guatemala
Agency Leo Burnett Guatemala
Art Director Aviu Polanco - Yorik Illescas
Producer Juan Pablo Martinez
Released April 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: RECRUITMENT
Date of First Appearance: Apr 13 2010
Entrant Company: LEO BURNETT GUATEMALA, Guatemala City, GUATEMALA
Creative Director / Copywriter: Ivan Polanco (Leo Burnett)
General Creative Director: Aviu Polanco (Leo Burnett)
Art Director: Yorik Illescas (Leo Burnett)
Digital Director: Felipe Godoy (Leo Burnett)
Producer: Juan Pablo Martinez (Leo Burnett)
Media Director: Ruben Triana (Starcom)
Media placement: Tv Dubbing - 3 Spots - Canal 3 - 13 April 2010

Describe the brief/objective of the direct campaign.
We live in Spanish speaking country, and due to the quick growth of call centres, to hire Qualified English Speakers is getting very difficult. Even more difficult when you specifically need women from 30 to 45.

We needed to reach the specific audience, without making a big investment.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We thought of a TV Broadcast. In our country 80% of the viewers of soap operas are women.
So we selected the 3 most exciting Episodes of the month of a famous soap re-run. On those Episodes we dubbed to English 45 seconds of the climax dialogs, right after that a direct message appeared on the screen:
If you understood this, we have a job for you.
Apply at: info@multivistas.com

Explain why the creative execution was relevant to the product or service.
It simply reached the target audience in an unexpected way.

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.
-The idea had a 3% response rate. 50% Above previous efforts to reach the same target.

-Multivistas only paid the equivalent of 3 television ads, surpassed its contact objectives and meet its hiring needs in one month.

At the end we can say this soap ended without drama, just great results.