BLACK HAT by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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BLACK HAT

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Industry Wine & Champagne, Retail, Distribution & Rental companies
Media Direct marketing
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Director Ricardo Santini
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Photographer Neko Freitas
Typographer Bruno Werner
Released March 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: SMARTBUY WINES
Product/Service: ONLINE WINE STORE
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Mar 17 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Creative Director: Eugênio Mohallem (Mohallem/ Artplan)
Head of art: Marcus Kawamura (Mohallem/ Artplan)
Art Director: Marcus Kawamura (Mohallem/ Artplan)
Art Director: Rodrigo Moraes (Mohallem/ Artplan)
Copywriter: Ana Carolina Reis (Mohallem/ Artplan)
Copywriter: Julio D'Alfonso (Mohallem/ Artplan)
Director: Ricardo Santini (Lux Filmes)
Photographer: Neko Freitas
: (Rítmika Produções)
Typographer: Bruno Werner (Mohallem/ Artplan)
Art buyer: Vivian Tomaz (Mohallem/ Artplan)
: (Mooh Mobile Marketing)
Account Director: Ana Paula Sanchez (Mohallem/ Artplan)
Account Executive: Manoela Bon (Mohallem/ Artplan)
Media placement: Video messaging on the phone - Bluetooth connection placed in bar and restaurants - 17/03/2010

Describe the brief/objective of the direct campaign.
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline “SmartBuy Wines. Great wines at (barely) legal prices”. We had to launch the brand and obtain new members to the website. But to keep in line with the brand concept, we had to be discreet.

Explain why the creative execution was relevant to the product or service.
Bluetooth messaging is a rather discreet medium. And that’s exactly why we chose it for our campaign: as the brand concept suggests, we HAD to be discreet. In an unprecedented approach, we managed to combine a digital medium with physical interaction. Even though it was a low-profile campaign, our response was greatly noticed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using a bluetooth connection to reach customers on selected bars and cafes in Sao Paulo, a video was sent to their devices. The video featured a gangster prompting them to talk to the waiter wearing a black hat. As they approached the waiter, they were given a flyer with the brand logo and website.

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.
More than 3000 people downloaded the video, approached the waiter and had a positive perception of the brand. During the launching week, the average time spent on the website was about 5 minutes.