FANCY & FOOLISH by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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Industry Wine & Champagne
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
Typographer Bruno Werner
Illustrator Ellyson Lifante, Albino Camargo
Released March 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Product/Service: ONLINE WINE STORE
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL:
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)
Illustrator: Albino Camargo (Mohallem/ Artplan)
Illustrator: Ellyson Lifante (Mohallem/ Artplan)
Director: Ricardo Santini (Lux Filmes)
Photografer: Neko Freitas
Director: (Rítmika Produções)
Typographer: Bruno Werner (Mohallem/ Artplan)
Art buyer: Vivian Tomaz (Mohallem/ Artplan)
: (Karman Marchi)
Account Director: Ana Paula Sanchez (Mohallem/ Artplan)
Account Executive: Manoela Bon (Mohallem/ Artplan)
Media placement: Online Campaign - E-mail marketing and hotsite - 15/03/2010

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”. In order to keep the low prices for high quality products, SmartBuy Wines need to deal with scale prices by volume. The decided approach was to sell wines using a fidelity club membership - SmartBuy Club. The direct campaign was designed to get more people to join the club.

Explain why the creative execution was relevant to the product or service.
The surprise factor of the gangster in the video taking over the screen captivated the audience to watch the message until the end and made them wait to get redirected to the SmartBuy Wines website, where they could join the club after the catchy message delivered by this innovative approach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The first targeted group was formed by the closest friends of SmartBuy Wine's founder, a notorious person in the Brazilian business scenario. An email was sent to them with the intent and purpose of promoting his new business, Fancy & Foolish, a tailor shop for distinguished people with very fine taste. Of course this fake company was just an excuse to discreetly introduce his (barely) legal wine business to them, and persuade them to become members of SmartBuy Club. The initial goal was to convert 5% of the mailing list to new members of the SmartBuy Club.

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.
Almost 20% of the mailing list joined the club, exceeding the initial goal by 4 times.