ARTIST by Salem for Panamericana - Art And Design School

ARTIST

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: PANAMERICANA ART SCHOOL
Product/Service: ART SCHOOL
Agency: SALEM
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Enrique Lipszyc (Panamericana Art School)
Media placement: Dimensional Mailing - Post Office - 03 August 2009

Describe the brief/objective of the direct campaign.
The Panamericana Art School offers courses in Art, Photography, Fashion and Design and has over 3 thousand students. The objective of the campaign was to increase enrolment for Panamericana’s new courses to be offered in the second half of 2009. The target audience was young people age 18 to 24, who were in college but who could take courses at Panamericana at the same time, or who had gone to a school not suited for them and wanted to give new direction to their future career. The challenge was to motivate the audience to come to the school to enroll.

Explain why the creative execution was relevant to the product or service.
The notebook drawings were made one by one, depicting the strokes of the artists and fitting them to the college environments. Many times, the artist himself appears illustrated in the notebook, like the case of Van Gogh and Leonardo da Vinci, portrayed as professors in the classroom, Salvador Dali, as the founding director of the college, and Rembrandt, as one of the students. Similarly, the characters from famous paintings by these artists appear among the students, like the girl with the pearl earring, in the painting by Vermeer. The notebook ultimately becomes a journey through the world of art.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a maths notebook to be sent to students of mathematics and scientific studies degrees by direct mail. On the first pages, there is a number of maths problems and formulae, but as you leaf through, drawings start appearing taking up more and more space the further you leaf through. Curiously, although the drawings portray the student’s environment, they are clearly referential to the strokes and style of great artists in history, like Van Gogh, Picasso, Andy Warhol among others. The idea was to show that art definitely lives inside some people, although they may not know it.

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.
At the end of the notebook, you see a drawing of the student dropping out of Maths College and following a different path. The campaign concept is 'Free the artist within you. Go to the Panamericana Art School'. The total campaign investment was UDS 7,500.00 for 500 impacts, representing USD 15.00 per piece. There were 60 ensuing enrolments, for a return of 12%. At an average amount of USD 750.00 per course, the total gross sales generated came to USD 45,000.00, or a ROI of 83.33%. Therefore, there was a return of USD 83.33 for each dollar invested.