Recycling Environmental Institute DM SAND-FILL BOTTLES by Isobar Sao Paulo

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Industry Environmental & Animal Issues
Media Direct marketing
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos, Fuku
Copywriter Charles Faria, Daguito Rodrigues
Illustrator Maria Genira
Released February 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Date of First Appearance: Feb 10 2011
Entrant Company: AGE ISOBAR, São Paulo, BRAZIL
Creative Director: Carlos Domingos (Ageisobar)
Copywriter: Daguito Rodrigues (Ageisobar)
Art Director: Henrique Mattos (Ageisobar)
Copywriter: Charles Faria (Ageisobar)
Art Director: Fuku (Ageisobar)
Illustrator: Maria Genira
Media placement: Print campaign - TAM Magazine - 13 February 2011
Media placement: Outdoor Poster Campaign - Bars, Cofee Shops, Markets - 12 February 2011
Media placement: Outdoor Ambient Campaign - Bars, Cofee Shops, Markets - 12 February 2011
Media placement: Direct Mail Campaign - Direct Mail - 10 February 2011

Describe the brief/objective of the direct campaign.
To draw attention to this problem: one in five people won´t have access to drinking water in the future.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We’ve asked communities that suffer from drought in Northeast Brazil to handmade 4 different sand-fill bottles.

Explain why the creative execution was relevant to the product or service.
These unusual bottles were sent to a list of 35 big entrepreneurs. They shared the bottles on Youtube, Facebook, Twitter, and personal blogs. Remember: these big entrepreneurs have many followers. After that, the bottles were put on market shelves along with real water bottles. At the final phase of the campaign, press ads and posters were used to draw attention to the problem.

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.
We saw countless people sharing the “making of” video on Youtube, Facebook, Twitter, and personal blogs. People even bought these bottles, making a donation to the Institute. The novelty of the concept grasped people’s attention and brought more awareness and gathered support for the foundation.