Naturalia DM FIRST PDF COMMERCIAL by Ogilvy & Mather Mexico

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Gonzalo Villegas
Copywriter Manuel Vega
Released February 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: NATURALIA
Product/Service: CHARITY
Date of First Appearance: Feb 2 2011
Entry URL:
Vice President / Creative Services Director: José Montalvo (Ogilvy Mexico)
General Creative Director: Miguel Angel Ruiz (Ogilvy Mexico)
Creative Director: Manuel Vega (Ogilvy Mexico)
Art Director: Gonzalo Villegas (Ogilvy Mexico)
Copywriter: Manuel Vega (Ogilvy Mexico)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Advertiser's Supervisor: Amelia Moctezuma (Naturalia AC)
Account Manager: Martha Rottgard (Ogilvy Mexico)
Planner: Javier Macías (Ogilvy Mexico)
Media placement: E-Mail - Mexico - February 2, 2011

Describe the brief/objective of the direct campaign.
The campaign was targeted for new costumers, using the ones we already had by using an existing database.

With zero investment in media, the strategy of the campaign was to use the only resources they had at the moment to launch their annual donation campaign: their e mail database, their friends on Facebook, their followers on Twitter and their website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made a commercial that would mean zero investment in digital media, had a format that any computer could read, be light enough to send or download, and be good enough so people wanted to spread the message: the first commercial made in a PDF format.

The projected response was to increase their funds by 10% in the 3 weeks during the launching, as well to increase their e mail data base by 10%.

Explain why the creative execution was relevant to the product or service.
Nobody had ever made a commercial in a PDF format. A basic format that used in a "slideshow" mode in the acrobat reader or preview programs, can have the same effect of a flipbook if you keep the down or forward arrow buttons pressed.

The way the commercial worked, was a direct analogy of how Naturalia works: with the help of people. By their donations and volunteered work.

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 commercial was sent by e mail to a 1500 addresses on Naturalia's database. And the link to download it was also posted on their Facebook wall and "twitted" for their followers on Twitter.

Naturalia's e mail database was amplified by 25% and their friends on Facebook went from 2501, to 3680 in 3 weeks. The commercial had 52 803 downloads. Their funds increased by 20%.