WINTER COLLECTION 2010 by Super Producoes E Ideias for Renner

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WINTER COLLECTION 2010

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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: PRESS KIT FOR PREVIEW OF 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 objective was to inform the specialized press and market analysts of the event for the pre-launch of Renner's London and rock’n’roll inspired Fall/Winter 2010 collection, increasing the repetition of the news in the media.

Explain why the creative execution was relevant to the product or service.
The choice for the box that represented a guitar amplifier happened due to the burliness of the material, which made it stand out from other daily press releases, and related it to the event's concept -- the creation of modern London in the middle of São Paulo --, which refers to the inspiration of the Fall/Winter 2010 collection.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To differentiate the delivery and conquer the public, we innovated the format of the press release package. The quantity of material included was large (shoes, t-shirt, CD, press release) and this issue led to a creative use of packaging: we created a box that imitated the details of a guitar amplifier, big enough to fit everything in, as well as communicate the inspiration behind the collection and awake the target's curiosity. The box often ended up being used as a decorative item.

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.
The choice for the delivery of a differentiated press release was responsible for the reproduction of over 500 news articles about the event, representing more than 200 thousand dollars in media return.