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Industry Business equipment & services
Media Direct marketing
Market Chile
Agency DDB Santiago
Creative Director Francisco De La Maza
Art Director Francisco Seisdedos Cristián Seisdedos, Eddy Fernandez - Tomás Garin
Copywriter Karl Neumann, Sergio Rosati, Matias Lecaros, María De Los Angeles Contreras - Felipe Hernandez, Felipe Araya - Alex Soto
Released November 2009

Credits & Description

Category: Business Products & Services
Advertiser: ADT CHILE
Date of First Appearance: Nov 24 2009 12:00AM
Entrant Company: DDB CHILE, Santiago, CHILE
Chief Creative Officer: Matías Lecaros (DDB Chile)
Chief Creative Officer: Simon Subercaseaux (DDB Chile)
Creative Director: Francisco De la maza (DDB Chile)
Creative Director: Eddy Fernández (DDB Chile)
Copywriter: Matías Lecaros (DDB Chile)
Copywriter: Felipe Hernández (DDB Chile)
Copywriter: Felipe Araya (DDB Chile)
Art Director: Cristian Seisdedos (DDB Chile)
Art Director: Tomás Garín (DDB Chile)
Media placement: Direct Marketing - Buildings/ Houses - 10 december 2009

Describe the brief/objective of the direct campaign.
The target was new customers. Encourage apartment building residents to hire ADT security and anti-theft systems

Explain why the creative execution was relevant to the product or service.
We slid under their front doors a piece of cardboard lined with a set of rubber bands which when released would compress, thus forming a box. In one of it`s sides a printed message read: Breaking into your apartment is easier than you think.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To enter in an ingenious way every apartment, with the purpose of showing residents how easy it is to break into their homes.

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 reached hundreds of apartment owners and tenants in different buildings in Santiago, in a very ingenious, shocking and unique way, thus capturing the interest of consumers, increasing the amount of visits to adt´s website and engaging them longer with the brand.