RELATIONS 2.0 by Proximity Lisbon for Ctt

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RELATIONS 2.0

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Industry Consumer & Public services
Media Direct marketing
Market Portugal
Agency Proximity Lisbon
Creative Director Nuno Duarte Silva
Art Director Rute Sousa
Copywriter Pedro Neves, José Castelo
Strategic Planner Pedro Barros
Released September 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: CTT - PORTUGUESE POST OFFICE
Product/Service: NEURÓNIO MARKETING AWARDS
Agency: PROXIMITY PORTUGAL
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: PROXIMITY PORTUGAL, Lisbon, PORTUGAL
Entry URL: http://www.premiosneuronio.ctt.pt
Creative Director: Nuno Duarte (Proximity)
Creative Supervisor: Marco Barrento (Proximity)
Copywriter: José Castelo (Proximity)
Art Director: Rute Sousa (Proximity)
Copywriter: Pedro Neves (Proximity)
Strategic Planner: Pedro Barros (Proximity)
Account Director: Filipa Figuinha (Proximity)
Account Executive: Luís Fonseca (Proximity)
Production Manager: Michele Guerra (Proximity)
Flash Developer: Mário Martins (Proximity)
Media placement: DM Call For Entries - CTT Database - 1 September 2009
Media placement: "Spam" Emails - Creative Directors - 7 September 2009
Media placement: Banners - Web - 7 September 2009
Media placement: Press Campaign - Newspaper - 21 September 2009
Media placement: Website - Web - 7 September 2009

Describe the brief/objective of the direct campaign.
The Neurónio awards are the leading relational marketing competition in Portugal, organised by CTT (the Portuguese Post Office). In 2009, the agency was set the challenge to develop a campaign to publicise the event (call for entries + press communication) whose key theme was Web 2.0 and the manner in which it will alter relational marketing.

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

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Relations change. Through social networks, it’s now perfectly normal to have relations with 40 people at the same time, inclusively at work. Web 2.0 has altered the manner in which people interact and, at the same time, the manner in which brands interact with consumers. For this reason the theme and concept chosen for the Neurónio 2009 awards was “Relations 2.0”.

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 19th edition of the Neurónio Awards had 146 entries. 20% more than the previous year. 243 people attended the Neurónio Conference. 49% more than the previous year.