Sao Paulo Creation Club DM PARTY INVITATION by Talent Marcel

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Industry Shows, Events & Festivals
Media Direct marketing
Market Brazil
Agency Talent Marcel
Executive Creative Director Joao Livi
Creative Director Leo Macias, Philipe Degen, Zico Farina
Art Director Fabio Rodrigues
Copywriter Antonio Nogueira
Released June 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: São Paulo Creation Club
Product/Service: PARTY
Agency: TALENT
Date of First Appearance: Jun 4 2010
Entrant Company: TALENT, São Paulo, BRAZIL
Entry URL:
Executive Creative Director: João Livi (Talent)
Creative Director: Philipe Degen (Talent)
Creative Director: Leo Macias (Talent)
Copywriter: Antonio Nogueira (Talent)
Art Director: Fabio Rodrigues (Talent)
Advertiser's Supervisor: Eduardo Lima (CCSP)
Media placement: Direct Marketing - Clube De Craiação De São Paulo - 15 May 2010

Describe the brief/objective of the direct campaign.
To invite the members of São Paulo Creation Club to the launch party of the Club’s 35th yearbook, gathering the best Brazilian advertising produced over the year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To develop a differentiated invitation, that were more than a plain paper invitation sent to members’ homes, and capitalize on a theme that is the buzz amongst ad people, a printed invitation was sent instructing members to visit a website where a film had been posted, nothing else. That film is a crude “video case” of the invitation, trying to convince the whole action is viral, that it has created a buzz, etc. Was all a joke. At the end, it signs off with the caption “Having complicated ideas is easy. It is hard to come up with a good idea. Come see those that managed to be included in the year book”.

Explain why the creative execution was relevant to the product or service.
Since we are communicating with advertising creation professionals, nothing more relevant than creating an invitation that leads to a website, surfing the wave of “integrated” so in vogue right now. When the creative sees the film on the website, they realize it is all a big joke – humour that is also appropriate to use when addressing that type of target audience.

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 party was very successful, with more than 90% of all members attending the event. More than that, the creation director and the creatives behind the piece received, all in all, more than 300 e-mails from fellow professionals complimenting and saying how much they laughed at the piece. Taking into account an audience as small as this – ad agency creatives – we may say that is a high number