LOTTERY TICKET by PAGU ADVERTISING AGENCY for PAGÚ

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LOTTERY TICKET

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency PAGU ADVERTISING AGENCY
Creative Director Albino José Camargo, Sussy Côrtes
Released December 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: PAGÚ
Product/Service: ADVERTISING AGENCY
Agency: PAGU ADVERTISING AGENCY
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: PAGU ADVERTISING AGENCY, Goiânia , BRAZIL
Creative Director: Albino José Camargo (Pagú Advertising Agency)
Creative Director: Sussy Côrtes (Pagú Advertising Agency)
Director of Graphic Producing: Wesley Côrtes (Pagú Advertising Agency)
Business Manager: Ana Luiza Magalhães (Pagú Advertising Agency)
Graphic Producer: Anne Ribeiro (Pagú Advertising Agency)
Public Relations: Raquel Pinho (Comunicação Sem Fronteiras)
Media placement: Printed Media - Direct Mailing - 20 December 2009

Describe the brief/objective of the direct campaign.
The briefing is about creating a different Happy New Year's card/gift saving money with a low budget. The target audience was for both: existing customers and prospects. The strategy was to associate our gift to an already ongoing New Year's Special Lottery Campaign, which was a huge opportunity since the prize was about USD$ 70 million - the biggest in the country's history and everybody was talking about it.

Explain why the creative execution was relevant to the product or service.
All of our costumers always receive the same giftcards at this time of the year. Our creative solution allowed us to make this a contrast from other cards. All the one's that received called the agency very surprised asking if this was real and saying this was the best card they have ever received. Besides that many of them didn't have much time to place their bets so they thanked the agency for doing it in their names.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of sending a simple Happy New Year wish to our clients and prospects we took a different approach. More than just saying that we believed in our customers' success in the year to come we decided to make a bet. To send a Lottery Ticket inside of a greeting card. We made very clear that the money would belong solely to the client so that this person could finally make all dreams come true.

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 result was that the agency got even more attention from the clients, and especially prospects. For an agency that is small, independent and had few clients and didn't have much visibility in the media suddenly we received more attention from everybody. Competitors, big media outlets and big accounts on the market. The free media exposure returned about USD$ 75.000 (seventy five thousand dollars). Almost 20.000% over the initial budget. Thanks to this exposure, in the begining of 2010 we conquered new bigger clients.