Sedal DM URBAN SALON INVITATION by J. Walter Thompson Bogota

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Industry Cosmetics & beauty products, Shampoos
Media Direct marketing
Market Colombia
Agency J. Walter Thompson Bogota
Creative Director Luis Miguel Pirateque
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: UNILEVER
Product/Service: SHAMPOO
Date of First Appearance: Aug 18 2010
Entrant Company: JWT COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Rodrigo Torres
Creative Director: Miguel Pirateque
Media placement: FLAT MAILING - DIRECT MAILING - 18 August 2010

Describe the brief/objective of the direct campaign.
We created this invitation for the launch of SEDAL's new shampoo formula, created in collaboration of the best hair specialist in the world: SEDAL CREATIONS. Our job was to create an invitation to the event: A beauty parlour featuring the best hair specialist in the country.
So we invited leading women in the fashion and beauty industries.
By inviting the most influencing women in the country to live the experience of the new Sedal Shampoo, we wanted them to spread the word to the women around the country.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed the most attention from the media that is why we invited the most influencing women. We had to tell them about the magnitude of the event and put in evidence the exclusivity of the event. So we decided to send out 600 invitations in envelopes that looked damaged, as if it had passed through many hands. And in the envelope one could read "A lot of women fought for this invitation"

Explain why the creative execution was relevant to the product or service.
We needed to show the limited amount of invitations that were sent out.
This media launch was one of the highlights of this campaign and we needed to have all the fashion "gurus" in Colombia.

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.
Out of 600 invitations that were handed out, the event had 600 attendees. 600 leading women lived the experience of a world class beauty parlour that were witness of the brand's new formula.
A 100% effectiveness.