IMAGINARY MUSICAL INSTRUMENTS by DDB Sao Paulo for Saxsofunny

Adsarchive » DM » Saxsofunny » IMAGINARY MUSICAL INSTRUMENTS

IMAGINARY MUSICAL INSTRUMENTS

Pin to Collection
Add a note
Industry Consumer & Public services, Advertising agencies, Business equipment & services, Advertising & Communication
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Guilherme Jahara, Sergio Valente, Marcelo Reis, Cassiano Saldanha
Art Director Max Geraldo
Copywriter Arício Fortes
Photographer Marcel Valvassori
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: SAXSOFUNNY
Product/Service: SOUND PRODUCTION COMPANY
Agency: DDB BRASIL
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Marcelo Reis (DDB Brasil)
Creative Director: Guilherme Jahara (DDB Brasil)
Creative Director: Cassiano Saldanha (DDB Brasil)
Art Director: Max Geraldo (DDB Brasil)
Copywriter: Aricio Fortes (DDB Brasil)
Photographer: Marcel Valvassori
Media placement: Direct Mail (Musical Instruments Case) - Distributed to creative directors of advertising agencies in Sao Paulo - 15/03/2010

Describe the brief/objective of the direct campaign.
Campaign’s objective: to make Saxsofunny become top of mind when it came to sound production companies that produce advertising campaigns. We wanted to engage creative people in the market and create buzz. The target was Saxsofunny clients and prospects that had never experienced the production company’s services.

Explain why the creative execution was relevant to the product or service.
We wanted to convey the message that Saxsofunny plays any sound the client might need. It’s as if all objects capable of emitting sound were like musical instruments. So we had the idea of creating imaginary musical instrument cases and sending these direct mails to advertising agencies as a nice way of promoting Saxsofunny as the best option for sound production services.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to create cases for imaginary musical instruments conveying the concept: 'WE PLAY THE SOUND YOU NEED', reinforcing the idea that Saxsofunny complies with any client’s sound needs. Inside the imaginary instrument’s case there was the company’s portfolio, showing its undeniable experience in advertising campaigns. The objective was to make the target think of Saxsofunny every time they needed sound production services.

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.
2/3 of creative directors that received the case contacted the company to at least thank the gift that could be used as a bag. Several of them ordered cost estimates from Saxsofunny for the advertising campaigns they were doing at the time. During the month that followed the campaign the company got 10% more deals than the same period in the previous year. Lots of people called asking for more imaginary musical instrument cases, which lead to an extra production of 80 cases. The action generated buzz and became news in creative departments.