Ip Radio DM OLIVIER & DARIO by Leo Burnett Brussels

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Belgium
Agency Leo Burnett Brussels
Creative Director Jean-Paul Lefebvre
Released October 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: IP RADIO
Date of First Appearance: Oct 27 2009 12:00AM
Client/Advertising manager: Marco Marini
Creative Director: Jean-Paul Lefebvre (Leo Burnett)
Art Director/Copywriter: Arnold Howard (Leo Burnett)
Production Company: (So Nice)
Account Director: Rodolphe Coonen (Leo Burnett)
Media placement: E-mailing with video file - Mail - October 27th 2009

Describe the brief/objective of the direct campaign.
Launch of a new website from IP (media) for creative people in advertising agencies. Product: Iloveradioadvertising.be is a site featuring more than 65 000 Belgian radio spots.

Explain why the creative execution was relevant to the product or service.
Creative execution: With a budget of 5000 euros, we created a fake creative team: Olivier & Dario. These actors had a real e-mail address, a telephone number, a real business card. They were equipped with hidden cameras and a portfolio with some radio spots that bare an uncanny ressemblance with existing spots. They managed to get 10 appointments with Creative Directors at 10 major Belgian agencies... and got different reactions. On October 27, all the creatives in Belgium received an email containing a film with some sequences of hidden cameras made by Olivier and Dario. At the end of the spot a link invited them to discover the iloveradioadvertising.be website. Once there, they could watch longer hidden camera sequences.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent them an e-mail where they could find a video of famous creative directors being punked by a fake creative team showing them.

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 site is now known as the reference in Belgium for creative people. On the same day, Olivier and Dario were Member of the day on the Creative Club of Belgium website. And their portfolio received the most visits. The day of the e-mail launch, the number of unique visitors raised up by 500%! 39,4% of the creative agencies target clicked on the link. 20,4% of the advertisers targeted clicked on the link.