OBSTACLE STICKERS by MOTOR PROPAGANDA for PERFORMA SKATEBOARD

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OBSTACLE STICKERS

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Industry Leisure Parks
Media Direct marketing
Market Brazil
Agency MOTOR PROPAGANDA
Art Director Rodrigo Cabello, Felipe Ortiz, Tulio Turina
Copywriter Sandro Nascimento
Photographer Rogério Alonso
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: PERFORMA SKATEBOARD
Product/Service: SKATE PARK MANUFACTURER
Agency: MOTOR PROPAGANDA
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: MOTOR PROPAGANDA, Sao Paulo, BRAZIL
Creative Director: Sandro Nascimento (Motor Propaganda)
Creative Director: Rodrigo Cabello (Motor Propaganda)
Art Director: Rodrigo Cabello (Motor Propaganda)
Copywriter: Sandro Nascimento (Motor Propaganda)
Photographer: Rogério Alonso (Rogério Alonso)
Media placement: Ambient Media - Stickers - 10 October 2009

Describe the brief/objective of the direct campaign.
The customer Performa Skateboard rents and makes skate parks. It is a very well known brand within the practicioners of the sport at age around 30 years old. Regarding the public between 18 and 25 years old, it is considered as an old brand that remembers a skating old school. The objective was to make the brand near to a younger public and with low cost.

Explain why the creative execution was relevant to the product or service.
This action made an approximation of the target ( younge people) with a very familiar language to them. Their language was literally spoken, impacting the public directly in their own socializing area and with a low investment of production and exposure.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Places in the city that were most used by the skaters were mapped. After this, stickers were put in these places, with the same speech that is used in the videogames to show the level of difficulty of the game. That way, the skaters had an indication of the level of the difficulty of each obstacle.

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.
Although it has initiated the renewal process of the brand, with citations of the action in blogs and websites specialised in skateboarding, the customer Performa had an increase of 25% of the orders made by young people between 18 – 25 years old since the first month after the action was started.