Shangri-la DM SLEEP MASK by Agencia3 Rio De Janeiro

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Brazil
Agency Agencia3 Rio De Janeiro
Art Director Luis Claudio Salvestroni
Copywriter Alvaro Rodrigues
Producer Claudio Alberto
Account Supervisor Cândida Quadrelli
Released December 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: SHANGRI-LÁ
Product/Service: TRAVEL AGENCY
Agency: AGÊNCIA3
Date of First Appearance: Dec 11 2009 12:00AM
Entrant Company: AGÊNCIA3, Rio de Janeiro, BRAZIL
Creative Director: Álvaro Rodrigues (Agência3)
Creative Director: Luís Salvestroni (Agência3)
Copywriter: Álvaro Rodrigues (Agência3)
Art Director: Luís Salvestroni (Agência3)
Account Supervisor: Candida Quadrelli (Agência3)
Producer: Claudio Alberto (Agência3)
Media placement: Sleep Mask - Traveller´s Kit - December, 2009

Describe the brief/objective of the direct campaign.
The Shangri-la´s sleep mask was created for new costumers. The main idea was: how can we impress them? How can we share with those new costumers the quality of the travel agency services?

Explain why the creative execution was relevant to the product or service.
When you buy a travel pack, to wherever it is, the only thing you want to have is fun. You should have it. You should have a relaxed moment at ground zero. The joyful experience of travelling with Shangri-la starts when you get in the airplane. So, the agency created a sleep mask. When you put it on, you will be capable to see one of the pleasure destinies offered by Shangri-la. The tagline completes the concept: The voyage of your dreams.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Do nothing but relax with Shangri-la Travel Agency. This was the key strategy that drove the agency to propose a unique creative solution.

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.
The result was impressive. The brand experience was nothing but great. Almost 100% of Shangri-la´s new customers use the sleep mask. 100% of them were surprised with the creative message. The brand awareness expected was reached by the client.