Ogilvy DM THE 3239KM EXPERIENCE by Ogilvy Sao Paulo

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THE 3239KM EXPERIENCE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Daniel Prado, Diego Machado
Copywriter Anselmo Ramos, Fred Saldanha, Hugo Veiga, Claudio Lima, Luis Leite, Toco Monteleone, Marcelo Magalhães, Luis Fernando Musa, Evandro Guimaraes
Released June 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: OGILVY
Product/Service: SELF PROMOTION
Agency: OGILVY BRASIL
Date of First Appearance: Jun 5 2010
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL: http://youtu.be/uf-lMdWbeQY
Vice President / Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Creative Director: Claudio Lima (Ogilvy Brasil)
Copywriter: Hugo Veiga (Ogilvy Brasil)
Copywriter: Luis Leite (Ogilvy Brasil)
Copywriter: Fernando Musa (Ogilvy Brasil)
Copywriter: Toco Monteleone (Ogilvy Brasil)
Copywriter: Evandro Guimarães (Ogilvy Brasil)
Copywriter: Anselmo Ramos (Ogilvy Brasil)
Copywriter: Marcelo Magalhães (Ogilvy Brasil)
Art Director: Diego Machado (Ogilvy Brasil)
Art Director: Daniel Prado (Ogilvy Brasil)
Account Director: Evandro Guimarães (Ogilvy Brasil)
Account Manager: Thais Correa (Ogilvy Brasil)
Copywriter: Claudio Lima (Ogilvy)
Motion Design: Rubens Angelo (Ogilvy)
Director / Director of Photography: João Wainer (TX Filmes)
Director / Producer: Roberto T. Oliveira (TX Filmes)
Media placement: Internet/Industrial Usage - Meeting Room/YouTube - 5th June 2010

Describe the brief/objective of the direct campaign.
JAC Motors, a Chinese car company, opened a pitch to choose the agency responsible for it’s big launch in Brazil. 4 of the biggest Brazilian agencies were invited, all of them didn't have a car account, we were among them and we knew that the competition would be very hard.
The only strange detail is that JAC cars were still not available in Brazil, so how could we advertise a car without ever driving it?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since JAC Motors had already been launched in Chile, we decided to go there and test-drive them. But that any agency could do. So better then that, we sent 6 top agency executives to buy 4 JAC cars and drive them back to Brazil, through the Andes mountains and 3 countries, in a 3329km Test Drive experience

Explain why the creative execution was relevant to the product or service.
Besides all the experience with the cars, we created a 4 part documentary with the trip that was shown at the pitch presentation. We also drove the cars inside the client’s headquarters to the amazement of all the employees, because some of them have never seen so many JAC Motors cars together, since the cars were not yet in Brazil and they had only 2 in exhibition to the employees.

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.
We won the 42 million dollar JAC Motors account and raised the bar for pitches in Brazil. Our road trip documentary videos were sent to Youtube and got more than 28000 views. (not bad for a pitch video)