ONE WALL PAINTER, A SEX SYMBOL AND 20 SECONDS OF FAME by Proximity Bogota for Pintuco

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ONE WALL PAINTER, A SEX SYMBOL AND 20 SECONDS OF FAME

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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Colombia
Agency Proximity Bogota
Creative Director Alejandro Mesa
Art Director Angela Obando
Copywriter Pablo Wills, Maria Jimena Mesa
Released July 2010

Awards

Caples Awards 2011
Other Media Direct response TV Silver

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: GLOBAL DE PINTURAS
Product/Service: PAINTER
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Jul 9 2010
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://204.3.178.174/natalia/pintuconata2MIN02.mpg
Creative Executive Officer: Mario Bertieri (Proximity Colombia)
Creative Executive Officer: Sandra Piedrahita (Proximity Colombia)
Accounts Vice President: Juan Fernando Nino (Proximity Colombia)
Account Director: Barbara Castro (Proximity Colombia)
Creative Director: Alejandro Mesa (Proximity Colombia)
Account executive: Maria Fernanda Nova (Proximity Colombia)
Copywriter: Maria Jimena Mesa (Proximity Colombia)
Web Design: Daniel Ramirez (Proximity Colombia)
Art Director: Angela Obando (Proximity Colombia)
Copywriter: Pablo wills (Proximity Colombia)
Media placement: TV - 2 Spot - RCN And Caracol - 8 July 2010 And 25 Sept, 2010
Media placement: Radio - RCN And Caracol - 8 July 2010
Media placement: POP - Retail - 8 July 2010
Media placement: Callcenter - 01800 - 8 July 2010
Media placement: Internet - Web page - 8 July 2010

Describe the brief/objective of the direct campaign.
To find wall painters, build a database and open a communication channel between them and Pintuco, the leading paint brand in the country.

With one huge problem, nobody knows how to find them, they are not even unionized.

So, what would make them show up?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
99% of Colombian painters are mad about women, but we didn't choose any woman. We chose Colombia's sex symbol. The bombshell to whom the country’s leading men magazine dedicated a complete issue.
The only one that has a voice everyone recognizes.

And what if this woman every man dreams about, suddenly proposes them a deal? “If you paint my house, I'll make a TV spot for you”.

Can you imagine? A painter who doesn't even have a business card would have a TV commercial to promote his work with the country's sexiest model.

Explain why the creative execution was relevant to the product or service.
Painters began to show up from everywhere. We created a Call Centre with operators who talked exactly like Natalia.

The messages painters left Natalia beat the creativity of any advertising agency. This allowed us to air the funniest, most authentic radio spots ever in the history of Colombian broadcast.
The winner's reaction touched us all. He was given his 20 seconds of fame with the hottest top model of the country.

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.
So many wanted to hear “her” voice, we received more than 68,000 calls only on the first week.

The website, where Natalia herself invited painters to participate, received 23,366 visits.

Finally we got hold of the painters we had sought. (We tripled the original data base)

And for once, the use of an ATL media resulted in a large relational plan, not the other way around.