Silence Producoes DM INVITATION AMPLIFICATION by Percepttiva

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Industry Shows, Events & Festivals
Media Direct marketing
Market Brazil
Agency Percepttiva
Art Director Daniel Bradock, Marcelo Santos
Copywriter Bruno Reche
Released March 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: AWARDS
Date of First Appearance: Mar 23 2010
Entrant Company: PERCEPTTIVA, Rio De Janeiro, BRAZIL
Planning: Marcelo Santos (Percepttiva Publicidade)
Planning: Dudu Lopes (Silence Produções)
Creative Director: Marcelo Santos (Percepttiva Publicidade)
Copywriter: Bruno Reche (Percepttiva Publicidade)
Art Director: Marcelo Santos (Percepttiva Publicidade)
Art Director: Daniel Bradock (Percepttiva Publicidade)
Graphic Production: Marcelo Santos (Percepttiva Publicidade)
Media placement: Invitation - Direct Marketing - 23 March 2010
Media placement: Panel - Ambient Media - 12 April 2010

Describe the brief/objective of the direct campaign.
Invite the Rio de Janeiro advertising market to the Amplificação awards ceremony, in a creative and interactive way so that all the guests could also participate in the campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An interactive invitation to the awards ceremony of Amplificação was created for the market. On their arrival at the ceremony, each guest sticks his or her invitation to a panel set up in the entrance to create a huge mosaic that contains images of smiling children and the title: “when everyone participates with what they know how to do best, the result is soon apparent”, to further reinforce the whole concept of the awards publicity campaign.

Explain why the creative execution was relevant to the product or service.
The concept within the Aplificação Award is aimed at showing that each of us can do our part in society in order to bring about significant changes for everyone. By creating an interactive invitation, we made it possible for our guests to get a feeling of the concept behind the award in a playful and emotional manner. But there is also another factor: the invitation was addressed specifically to professionals who are in the advertising market and deal routinely with creativity (a conventional invitation would not have had enough an impact on the target public).

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 action was a success, with the guests effective participation and help in creating the panel, taking photos and being filmed as they stuck their invitations to it, reinforcing the campaign’s concept even further.