Portfolio Night DM HEY! THAT´S MY AD by Leo Burnett Iberia Madrid

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Industry Recruiting
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Francisco Cassis, Sergio Lobo
Art Director Emilia Bertola
Copywriter Covadonga Diaz
Producer Hugo Lage, Enrique Domenech, Antonio Ojeda, Álvaro Aparicio, Natacha Martín
Digital Creative Fred Bosch
Released April 2010

Credits & Description

Category: Best Low Budget Campaign
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL: http://www.ourawardsite.com/madrid/thatsmyad/direct_budget/
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Copywriter: Covadonga Díaz (Leo Burnett Iberia)
Art Director: Emilia Bertola (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Head of Digital: Alfredo Laguía (Leo Burnett Iberia)
Head of Programming: Víctor Moreno (Leo Burnett Iberia)
Programmer: Luis Marcano (Leo Burnett Iberia)
programmer: Horacio Panella (Leo Burnett Iberia)
Project Manager: Sarah Okrent (Leo Burnett Iberia)
Producer: Enrique Domenech (Arena Shots)
Producer: Natacha Martin (Leo Burnett Iberia)
Producer: Alvaro Aparicio (Leo Burnett Iberia)
Producer: Antonio Ojeda (Leo Burnett Iberia)
Producer: Hugo Lage (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Direct Stunt - Direct - April 20, 2010
Media placement: Viral Videos - Direct - April 20, 2010
Media placement: Website - Direct - April 20, 2010
Media placement: Direct Print Collateral - Direct - April 20, 2010
Media placement: Email - Direct - April 20, 2010

Describe the brief/objective of the direct campaign.
Challenge: Portfolio Night 8 is a portfolio review and recruitment event for young creatives. We needed to get Spain’s top creative directors to participate in. And also, get the young creatives to attend. The budget: 250 euros TOTAL. Including production Audio Visual - Camera on lap-top. Actor: 200 euros. Printed materials: in-house. Post production: in-house. Viral - web production: in-house. Expenses: 50 euros.

Explain why the creative execution was relevant to the product or service.
Invitation: Everybody knows your work, but you don’t know the work of the young creatives. With all this hilarious material, we made a website and a viral campaign to invite young creatives to register.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution: Create a surprising low budget direct campaign that could work out both challenges at the same time. Appeal all creatives with the same insight: the creative ego. We hired an actor, we ask him to pretend to be an intern and we got him interviews with the top creative directors in Spain. In his portfolio there was always a copy of a famous ad from the creative director. And we let the notebook’s webcam roll. When the intern was about to be kicked out, he revealed the joke and gave the invitation to the creative director.

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.
Results: 11 out of the 11 creative directors contacted accepted the invitation. The event sold out in the first 48 hours after we launched eseanuncioesmio.com (thatsmyad.com) The virals were viewed more than 200.000 times (the creative population here is only 8.000). Plus… Only 3 creative directors tried to kick the actor’s ass. All of them sent greetings to our mother@!¢&s. *We also launched this campaign in Portugal and you can see the Portuguese creative directors at www.esseanuncioemeu.com