WINTER 2010 COLLECTION by Super Producoes E Ideias for Renner

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WINTER 2010 COLLECTION

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Industry Apparel, Clothing & Footwear
Media Direct marketing
Market Brazil
Agency Super Producoes E Ideias
Creative Director Marco Stiepcich
Art Director Luciane Mônaco
Copywriter Maria Ribeiro
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: RENNER
Product/Service: PREVIEW INVITATION FOR FASHION COLLECTION
Agency: SUPER PRODUÇÕES E IDEIAS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SUPER PRODUÇÕES E IDEIAS, São Paulo, BRAZIL
Partner: Gustavo Aguiar (Super Producoes E Ideias)
Account Director: Cláudio Loureiro Nunes (Super Producoes E Ideias)
Account Executive: Bruna Manzano (Super Producoes E Ideias)
Planning Director: Alessandra Pinho (Super Producoes E Ideias)
Production Director: Marielci Mazzio (Super Producoes E Ideias)
Production: Domingos Donini (Super Producoes E Ideias)
Art Director: Luciane Mônaco (Super Producoes E Ideias)
Creative Director: Marco Stiepcich (Super Producoes E Ideias)
Copywriter: Maria Ribeiro (Super Producoes E Ideias)
Insight Planner: Leon Malatesta (Super Producoes E Ideias)
Media placement: Direct Mail - Direct Mail - 1 Feb 2010

Describe the brief/objective of the direct campaign.
The campaign's goal was to invite specialized press and market analysts to the Renner Preview event, in which a preview of the label's London and rock’n’roll inspired Fall/Winter 2010 collection would be presented.

Explain why the creative execution was relevant to the product or service.
The choice for the vinyl record happened due to the association between the public's profile and the event's concept: the creation of a modern London in the middle of São Paulo. The Rock generation is also the vinyl generation and for the specialized press and market analysts, it achieved the status of a cool, vintage object of desire. The surprise in discovering that the records were actually English rock rarities contributed even more to the value of the event and strengthened its concept.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To guarantee the highest enrolment and distinction among the everyday invitations the target receives, innovation in both format and presentation of the event were needed. The chosen strategy was to send distinguished individual invitations to rouse the target's curiosity and consequential interest. The idea was to send vinyl records of English rock bands wrapped up with the invitation, thus awakening emotions associated with the London atmosphere.

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.
In Brazil the conversion rate of invitations to similar events, through press offices, is 30%. With the invitation's different initiative, we were able to overcome that mark and reach 50% of presence among the impacted.