THE HORNY DM by Y&R Milan for Prima Fila Hot Club

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THE HORNY DM

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Direct marketing
Market Italy
Agency Y&R Milan
Creative Director Matteo Righi, Toon Coenen
Art Director Marco Tironi
Released December 2010

Credits & Description

Category: Publications & Media
Advertiser: PRIMA FILA HOT CLUB
Product/Service: ADULT TELEVISION CHANNEL
Agency: Y&R ITALIA
Date of First Appearance: Dec 15 2010
Entrant Company: Y&R ITALIA, Milan, ITALY
Group Executive Creative Director: Vicky Gitto (Young & Rubicam Brands)
Creative Director: Toon Coenen (Young & Rubicam Brands)
Creative Director: Matteo Righi (Young & Rubicam Brands)
Copy Writer: Filippo Rizzo (Young & Rubicam Brands)
Art Director: Marco Tironi (Young & Rubicam Brands)
Production Manager: Natale Spagnolo (Young & Rubicam Brands)
Account: Iallonardo Simona (Young & Rubicam Brands)
Media placement: Mailing - Italian Mail Service - 15 December 2010

Describe the brief/objective of the direct campaign.
Primafila HotClub is the Sub-Brand of Sky Primafila, the Pay-Per-View service of Sky Italia satellite platform, dedicated to broadcasts adult movies and programs.
In Dec. 2010, first in the Country, HotClub launched the 3D technology for adult programming: the need was, first of all, to raise awareness over their brand new 3D programming and then to push sales of 3D PPV programs.
Target audience: Primafila HotClub top clients (male 18/60).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The focus of our creativity was to point out that Primafila Hot Club 3D programs allow the viewer to live realistic emotions never felt before, making him almost become part of the show. The goal of the DM was to raise awareness not only of the 3D programming itself but also of its unmatchable potential. Clients were led to the website to find out more.

Explain why the creative execution was relevant to the product or service.
We created a DM that shows the potential of 3D technology in the most effective possible way. How? By focusing on the real effects.
An outer envelope was needed for privacy-related reasons.
Inside, an envelope portraying male underwear made of real fabric contains the leaflet with all the info rolled up to create thickness where most needed.

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.
Visits on the specific section of the website were up by 16,4% compared to previous weeks. Sales of 3D programs increased by 2,7% compared to previous weeks. The DM reached the target about two weeks after the launch.