KITE by Salem for Nextel

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KITE

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Industry Telecommunications Services
Media Direct marketing
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: NEXTEL TELECOMMUNICATIONS
Product/Service: WIND - SHORT FILM
Agency: SALEM
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Sergio Chaia (Nextel)
Media placement: Dimensional Mailing - Special delivery - 23 November 2009

Describe the brief/objective of the direct campaign.
'Wind' is a short produced with the sponsorship with Nextel, a telecommunications company that offers radio and telephone services in Brazil. Since shorts are almost always seen exclusively by film festival audiences, the idea was to arrange a special session for invitees that fit the profile of Nextel prospects. The objective was to show the company’s investment in culture, specifically cinema, in an endeavour to earn goodwill among this target group. The challenge, therefore, was to obtain the greatest attendance rate for the film showing and, if possible, fill the 300-seat movie house.

Explain why the creative execution was relevant to the product or service.
A total of 600 aged kites were made, one by one and sent to 600 invitees. The pieces were delivered to the target by special delivery. When the invitees received the kites, they were surprised at the approach and curious to see the film. Curiously, the short premiered on the same day as the 15th Conference on Climate Change in Copenhagen.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The short, 'Wind', is a fable that tells the story of a small city in Brazil where the wind no longer blows as a consequence of global warming. Based on this synopsis and a scene from the film that shows an old-framed kite in one of the village homes, the concept for the invitation was created: An old kite was sent to each invitee to dramatise the lack of wind in the city.

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 total campaign investment was USD 12,300.00 for a total of 600 pieces, representing USD 20.50 per impact. Of the total 600 invitees, 293 came to the showing, or 48.83%. The result was considered exceptional, especially considering that heavy rain pounded São Paulo on the premiere of the film, paralysing the city completely. Radio channels urged people not to leave their homes because of the many fallen trees on city streets. Therefore, if it hadn’t been for this episode of nature precisely on the show day of a film addressing global warming, many people would have been booked out.