Omd DM DE PATOJO by OMD Guatemala

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Guatemala
Agency OMD Guatemala
Creative Director Juan Manuel Ordoñez
Released October 2011

Credits & Description

Category: Corporate Image & Information
Product/Service: SELF PROMOTION
Creative Director: Juan Manuel Ordoñez (BBDO Guatemala)
General Director: Sylvia Canell (OMD Guatemala)
Digital Production Director: Héctor Castillo (OMD Guatemala)
Strategy Planning Director: Beatriz Polo (OMD Guatemala)
Digital Planner: Evelyn Izquierdo (OMD Guatemala)
Media Planner Director: Zinthia Reyes (OMD Guatemala)
Media placement: TV Campaign - 2 Spots - Canal 3,11,7 and 13 - 15 October 2011
Media placement: Radio - 2 Spots - Central de Radios and El Tajin - 15 October 2011
Media placement: Press - 2 Ads - Publinews - 15 October 2011
Media placement: OOH - 2 Versions - Publigrafic, Opcion Publicidad - 15 October 2011
Media placement: Internet - 2 Versions - Facebook - 15 October 2011
Media placement: Internet - 2 Versions - Yahoo - 15 October 2011
Media placement: Internet - 2 Versions - El Periodíco - 15 October 2011
Media placement: Internet - 2 Versions - Google - 15 October 2011
Media placement: Internet - Facebook Page - Facebook - 15 October 2011

Describe the brief/objective of the direct campaign.
The objective of De Patojo was to establish our business abilities and media optimisation skills. The strategy of the campaign was to create an idea of a fake film and a media campaign around it with the purpose to show our skills to position a product in the mind of the Guatemalan market.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution:
Create a media strategy based on a non-existent product to show how we can efficiently position it in the Guatemalan market.

Explain why the creative execution was relevant to the product or service.
The strength of the creative and originality was reflected on how previously no one could ever generate this kind of expectation around a Guatemalan movie using the power of media.

It is appropriate to the brand because we could show our skills to place a brand or product in the Guatemalan market.

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.
- 2,910 unique visitors to the official website in 5 days.
- 8,205 'likes' on Facebook
- 128,859 interactions
- 1,450 comments generated on social media.
- 18,524 visits on our YouTube channel.
- 250 press kits delivered to the main investors obtaining 50 appointments to present agency credentials.