Smint DM SMINT ME MODE BY STYLR by DraftFCB Barcelona

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Industry Lollipops
Media Direct marketing
Market Spain
Agency DraftFCB Barcelona
Director Adrián Peréz
Art Director Luis Eduardo Garcia, Raimon Bertran, Rubén Anadón
Copywriter Nico Sisti
Client Service Director Eva Soler
Producer Juan Pablo Gonzalez, Pepe Rosas
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CHUPA CHUPS
Product/Service: SMINT SWEETS
Date of First Appearance: Nov 24 2009 12:00AM
Entrant Company: DRAFTFCB SPAIN , Barcelona, SPAIN
Entry URL:
Creative Director/Copywriter: Beto Nahmad (Draftfcb España)
Art Director: Luis Eduardo García (Draftfcb España)
Art Director: Raimon Bertran (Draftfcb España)
Art Director: Rubén Anadón (Draftfcb España)
Copywriter: Nico Sisti (Draftfcb España)
Director: Adrián Perez (Lantana Films)
Producer: Pablo González (Lantana Films)
Client Service Director: Eva Soler (Draftfcb España)
Account Director: Laura de Luque (Draftfcb España)
Account Executive: Noelia Leiro (Draftfcb España)
Producer: Pepe Rosas (Draftfcb España)
Music: Aldo Lolago (Aldo Lolago)
Sound Effects: Pep Aguiló (Idea Sonora)
Brand Manager: Jaume Betrián (Chupa Chups)
Marketing Director: Guillem Graell (Chupa Chups)
Promotional Mechanics: (MC Comunicación)
Illustration: (Hamo Studio)
Reports Production: (Tendenciastv)

Describe the brief/objective of the direct campaign.
Smint is unique in its kind as a “refreshing sweets” brand. Its new “Smint Me” concept is based on the fresh originality of daring, having the courage to do what we really want to do. After the successful launch of the campaign, the second step was to create a promotion for consumers. This promotion consisted on getting tee-shirts, sweat shirts and bags free with Smint packs. We had to give added value to the promotion, because people only use promotion tee-shirts as pyjamas.

Explain why the creative execution was relevant to the product or service.
We made Stylr famous and then make him design our tee-shirts. The number of entries in search engines rose by 280% on Google and 197% on Yahoo. 150,000 visits on his “portfolio web”, Over 215,000 visits on YouTube, from 107 different countries. Everyone wanted to share Stylr’s success. We started to get thousands of comments and offers for all kinds of actions and cooperation at his email address. After successfully sailing through this stage, three months later “Smint announces its collaboration with Stylr” with a “daring and original” promotion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We didn’t want to be associated with any fashion brand, so we created an urban artist, made him famous and then made him design our clothes: Stylr. Stylr is a “daring and original” urban artist because he paints on people’s clothing without them realising this. Once he had a life of his own and a creative background, we got an online plan under way to show his work in specialised blogs, social networks, forums, sites for urban culture and design. We even set up a partnership with channel, which broadcast a report on Stylr strengthening his credibility.

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.
100% of hoodies and 80% of T-shirts were sold out within the first month of the promotion. Thousands and thousands of people registered for the promotion. 150,000 participations on the website. We had an exponential rise in sales of the product (over 20%). Creating Stylr was not only useful for giving added value to the clothes. We managed to convey Smint values, by making a bold and risky promotion in which the brand didn’t even appear until three months after the campaign had started. Smint not only encourages boldness, Smint… dares to be bold!