Saxsofunny DM PEDRINHO’S STAND by DDB Sao Paulo

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PEDRINHO’S STAND

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Industry Advertising agencies, Publishing, streaming & media, Business equipment & services
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Guilherme Jahara, Marcio Ribas, Marcelo Reis, Wilson Mateos
Creative Marcos Abrucio, Ulisses Ferreira Razaboni, Marcelo Bruzzesi
Released April 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: SAXSOFUNNY
Product/Service: SOUND PRODUCTION COMPANY
Agency: DDB BRASIL
Date of First Appearance: Apr 28 2011
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://www.canneslionbs.com
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Guilherme Jahara (DDB Brasil)
Creative Director: Marcelo Reis (DDB Brasil)
Creative Director: Wilson Mateos (DDB Brasil)
Creative: Marcelo Bruzzesi (DDB Brasil)
Creative: Ulisses Ferreira Razaboni (DDB Brasil)
Creative: Marcos Abrucio (DDB Brasil)
Media placement: . - . - April 2011

Describe the brief/objective of the direct campaign.
There are more than 20 sound production companies working for advertising agencies in Sao Paulo. We needed to make Saxsofunny stand out, positioning it as the best option in the market. And we had the opportunity to explore the sale of a service that is one of the company’s specialities: the creation of jingles, a resource that is not always used by advertising agencies.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We found a new client for Saxsofunny: Pedrinho’s stand that sells fruits in an open market. We created a humorous video showing the problem (he need to sell more fruits), and the solution (creating a customized jingle). The jingle was played in the open market drawing people’s attention and reaching amazing results. The video case was then sent to creatives and radio&TV professionals in advertising agencies.

Explain why the creative execution was relevant to the product or service.
To speak to the advertising market, we created a parody of the video cases that are popular nowadays. The video had a traditional format, being divided in ‘background’, ‘problem’, ‘idea’, and ‘results’. And we also used graphics that showed that the sales of bananas, oranges, and apples had increased a lot. Via a special mailing, the video reached the hands of out target: professionals in advertising agencies, people that most consume this kind of video.

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.
Saxsofunny showed that the right soundtrack makes clients sell more. And proved them that it is a great choice to create radio and TV spots for all sorts of clients when it created a successful jingle for a fruit stand. After the video had been sent, there was an increase of 12% in demand for the creation of jingles. And Pedrinho’s fruit stand had an increase of 230% in the sales of oranges, 300% in bananas and 250% in apples.