SPONSORS OF BAITACA by HOUSECRICKET INTELIGENCIA DIGITAL for OPUSMÚLTIPLA

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SPONSORS OF BAITACA

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency HOUSECRICKET INTELIGENCIA DIGITAL
Creative Director Fabiano Cruz
Art Director Cristina Pagnoccelli
Copywriter Maria Fernanda Daldon
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: OPUSMÚLTIPLA
Product/Service: ADVERTISING AGENCY
Agency: HOUSECRICKET INTELIGENCIA DIGITAL
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: HOUSECRICKET INTELIGENCIA DIGITAL, Brazil, BRAZIL
Creative Chief Executive Officer: Renato Cavalher (Grupo OM)
Creative Director: Fabiano Cruz (Housecricket)
Digital Comunication: Renata Dutra (Housecricket)
Digital Comunication: Carol Reiner (Housecricket)
Copywriter: Maria Fernanda Daldon (Housecricket)
Art Director: Cristina Pagnoccelli (Housecricket)
Graphic Production: Marcos Miranda (OpusMúltipla)
Client: Rodrigo Rodrigues (OpusMúltipla)
Media placement: Direct Mail - Send for Clients - 21/09/2010
Media placement: Planted the Native Trees - Serra da Baitaca - 13/09/2010
Media placement: WebSite - Internet - 21/09/2010
Media placement: WebSite - Internet - 21/09/2010
Media placement: WebSite - Internet - 21/09/2010

Describe the brief/objective of the direct campaign.
The agency OpusMúltipla has implemented several different measures designed to protect the environment as part of an internal program called “Think Green.” To communicate this initiative to its clients, valuing it as a competitive differential, the strategy was adopted to take advantage of Arbor Day to undertake a differentiated direct marketing action. The idea was to publicise OpusMúltipla’s commitment to the planet and win over the admiration of the key executives who interacted with the agency, involving them directly in the environmental cause.

Explain why the creative execution was relevant to the product or service.
It strengthened the perception of OpusMúltipla as an agency truly committed to environmental protection. Furthermore, the fact that clients can follow their trees’ growth brings them closer to the action and the agency. Important: the Baitaca Mountain Range is a region of Atlantic Forest – an extremely sensitive biome that historically occupied the entire Brazilian coastal region and which today only maintains 5% of its original extension. It was an appropriate action primarily because it demonstrated the company’s position as a “green agency” in an original and credible way, creating the perception of a market differential.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct action was developed with several contacts that put words into action. In partnership with the Paraná Mountain Climbing Federation, the company planted 96 native trees in Serra da Baitaca State Park/PR/Brazil and offered them as gifts to select executives. Each tree was identified with the name of its sponsor. The action involved a gift card with a password for the client to access the project host site and view photos of his or her tree. Other reinforcement e-mails were sent, publicizing information on the protected area and the importance of its preservation.

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.
Of the 96 clients contacted, 60% interacted with the action hot site. Thirty-seven percent of the e-mails were opened and 92% of these were clicked. Clients sent e-mails congratulating the agency and proved that they saw the initiative as a differential. The action also earned publicity on websites such as HoraH News, Promoview, Clickmarket, CCPR and Making Of Magazine, in addition to references in blogs and Twitter. Furthermore, the Mountain Climbing Federation displayed a link on its website for any person wanting to become a “Baitaca Sponsor,” thereby increasing the results.