CLASSIFIEDS EFFECTIVE FROM TOP TO BOTTOM by J. Walter Thompson Guatemala for Prensa Libre

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CLASSIFIEDS EFFECTIVE FROM TOP TO BOTTOM

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Industry Publishing, streaming & media
Media Direct marketing
Market Guatemala
Agency J. Walter Thompson Guatemala
Creative Director Luis A. Samayoa
Creative Mishel Velez, Pablo Orantes, Alberto Osegueda
Released February 2011

Credits & Description

Category: Traffic & Brand Building
Advertiser: PRENSA LIBRE
Product/Service: CLASSIFIEDS
Agency: JWT GUATEMALA
Date of First Appearance: Feb 7 2011
Entrant Company: JWT GUATEMALA, Guatemala City, GUATEMALA
Creative Director: Luis Samayoa (JWT Guatemala)
Creative: Mishel Velez (JWT Guatemala)
Creative: Alberto Osegueda (JWT Guatemala)
Creative: Pablo Orantes (JWT Guatemala)
Account Executive: Gerardo Monzón (JWT Guatemala)
Media placement: Campus Tecnologico Building - Buisness Center Elevators - 7/02/2011
Media placement: Paseo Plaza Building - Building Elevators - 7/02/2011
Media placement: Europlaza Building - Building Elevators - 7/02/2011

Describe the brief/objective of the direct campaign.
Objective
To directly and effectively reach all the different companies and businesses in Guatemala and demonstrate that with Prensa Libre Classifieds what you’re LOOKING FOR can be found very quickly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Use elevators in the main business centres in Guatemala, which take hundreds of people from different companies up and down everyday.

Explain why the creative execution was relevant to the product or service.
The elevator buttons had classified ads, when people chose a floor number, the elevator took them to both, the floor and the "classified ad".

We documented the different reactions through one person that had a hidden camera inside his glasses.

People not only got to the floor they were looking for, they also found what the classified ad promised.

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.
Over the course of 10 days, 10,000 people were exposed to the effectiveness of the classified ads.

For the following 3 months, 73% of companies in these business centres bought classified spots.