Scarlet DM ONE WEEKEND OFF by Mortierbrigade Brussels

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ONE WEEKEND OFF

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Industry Telecommunications Services
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Stefan Vandenboogaard, Tim Geoghegan Tbwa\media Arts Lab
Client Service Director Veerle Devos
Producer Emilie Kino
Released December 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: SCARLET
Product/Service: SCARLET TELECOM
Agency: MORTIERBRIGADE
Date of First Appearance: Dec 1 2010
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (Mortierbrigade)
Creative: Tim Arts (Mortierbrigade)
Creative: Stefan Vandenboogaard (Mortierbrigade)
Digital: Laurent Dochy (Mortierbrigade)
Digital: Mathieu Michaux (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Client Service Director: Veerle Devos (Mortierbrigade)
Producer: Emilie Kino (Mortierbrigade)
Media placement: Website - Online - 1 December 2010
Media placement: Tv Commercial - Vmma Chains - 24 December 2010
Media placement: Documentary - Online - 28 December 2010
Media placement: Animation On The Plan - Online - 1 December 2010
Media placement: Facebook Warnings - Scarlet Website - 1 December 2010
Media placement: Out Of Phone - Calls - Scarlet Website - 1 December 2010

Describe the brief/objective of the direct campaign.
Scarlet is a new and small telecom provider in Belgium. They offer tv, internet and telephony, in one package.
Their target group: young families who need all three products.
We had to create brand awareness in an overcrowded market, with huge competition, especially in the end of year period.
We didn’t have the money for a multimedia campaign, so we opted for a direct approach via the Scarlet website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We asked people NOT to use our products during the Christmas weekend. If they succeeded, they could win a new TV, computer and phone.
The experiment was captured before, during and after the Christmas weekend. TV spots, Facebook banners and Direct phone calls spread our message.

Explain why the creative execution was relevant to the product or service.
The campaign created a lot of awareness and sympathy for the brand. It also proved to be the ideal demo of how necessary our offer is.

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.
Traffic to the website:
1.184.803 absolute unique visitors
An increase of 68 %
73 % of them were new visitors.