LOAF OF BREAD by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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LOAF OF BREAD

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Industry Wine & Champagne, Online Retail & E-stores
Media Direct marketing
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Account Supervisor Marina Bulcão
Typographer Bruno Werner
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SMARTBUY WINES
Product/Service: ONLINE WINES STORE
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://www.smartbuywines.com.br
Creative Director: Eugênio Mohallem (Mohallem/ Artplan)
Head of art: Marcus Kawamura (Mohallem/ Artplan)
Art Director: Marcus Kawamura (Mohallem/ Artplan)
Art Director: Rodrigo Moraes (Mohallem/ Artplan)
Copywriter: Ana Carolina Reis (Mohallem/ Artplan)
Copywriter: Julio D'Alfonso (Mohallem/ Artplan)
Typographer: Bruno Werner (Mohallem/ Artplan)
Art buyer: Vivian Tomaz (Mohallem/ Artplan)
Account Director: Ana Paula Sanchez (Mohallem/ Artplan)
Account Supervisor: Marina Bulcão (Mohallem/ Artplan)
Account Executive: Manoela Bon (Mohallem/ Artplan)
Media placement: Direct Marketing - Invitation - 15/11/2009

Describe the brief/objective of the direct campaign.
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline “SmartBuy Wines. Great wines at (barely) legal prices”. Before the launch of the website, the company was looking for new partners. In order to attract potential investors to bet in a (barely) legal business, we made them feel like part of a (barely) legal scheme in a gangster movie.

Explain why the creative execution was relevant to the product or service.
The disguised invitation was a teaser about the business concept: high quality wines so affordable that could look like an illegal scheme. The creative invitation motivated the invitees to read the event information and get interested on the potential of the business.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There was an event to present the SmartBuy Wines business plan to potential investors. Its invitation was already aligned to the brand concept: a real and hollow loaf of bread disguising a wrapped bottle of wine inside. The wrapping paper contained the detailed information about the event.

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.
Every single person who received the loaf of bread accepted the invitation and attended the event.