NOW WE ARE RED by Proximity Lisbon for Proximity Portugal

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NOW WE ARE RED

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Portugal
Agency Proximity Lisbon
Creative Director Nuno Duarte Silva
Copywriter José Castelo
Strategic Planner Rodrigo Gralheiro
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PROXIMITY PORTUGAL
Product/Service: ADVERTISING AGENCY
Agency: PROXIMITY PORTUGAL
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: PROXIMITY PORTUGAL, Lisbon, PORTUGAL
Entry URL: http://www.youtube.com/watch?v=CbOhotUL-2A
Creative Director: Nuno Duarte (Proximity)
Creative Supervisor: Marco Barrento (Proximity)
Copywriter: José Castelo (Proximity)
Strategic Planner: Rodrigo Gralheiro (Proximity)
Media placement: Email - Proximity Database - 30 November 2009
Media placement: Viral Film - YouTube - 30 November 2009
Media placement: Banner - Web - 8 December 2009

Describe the brief/objective of the direct campaign.
Proximity has a new logo and colour – red. Our objective was to communicate Proximity’s new image to the market.

Explain why the creative execution was relevant to the product or service.
Close the agency for one day. Cover the white walls, unite 40 employees and give them 1 ton of ripe tomatoes. And then film the result and place it on YouTube...

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

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.
Two versions of the film “ another day at work” were produced and sent to around 300 agency contacts. Up until now, over 9000 people have seen the film on YouTube and the initiative generated coverage in the main advertising trade journals and was cited in many national and international blogs.