Sol DM ASK HER FOR TIME OFF by DDB Buenos Aires

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ASK HER FOR TIME OFF

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Industry Beers and Ciders
Media Direct marketing
Market Argentina
Agency DDB Buenos Aires
Creative Director Walter Ioli
Art Director Fernando Frontiñan, Pablo Fernández Russo
Producer Facundo Mechetti
Released June 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SOL
Product/Service: BEER
Agency: DDB ARGENTINA
Date of First Appearance: Jun 11 2010
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://pideleuntiempo.com.mx/case
General Creative Director: Pablo Batlle (DDB Argentina)
General Creative Director: Hernán Jauregui (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Art Director: Pablo Fernández Russo (DDB Argentina)
Copy: Leandro Custo (DDB Argentina)
Art Director: Fernando Frontiñan (DDB Argentina)
Copy: Beto Cocito (DDB Argentina)
Producer: Facundo Mechetti (DDB Argentina)
Project Manager: Candelaria Seara (DDB Argentina)
Account Director: Graciela Combal (DDB Argentina)
Production Director: Claudio Migliardo (DDB Argentina)
: Martin Bordoy (DDB Argentina)
Media placement: TV Campaing - TV - 11 June 2010
Media placement: Website - Www.pideleuntiempo.com.mx - 11 June 2010
Media placement: Twitter - Http://twitter.com/CervezaSol - 11 June 2010
Media placement: Youtube - Http://www.youtube.com/tvcervezasol - 11 June 2010
Media placement: Facebook - Http://www.facebook.com/cervezasolfan - 11 June 2010
Media placement: Facebook - Group In Facebook - 11 June 2010

Describe the brief/objective of the direct campaign.
SCENARIO
Sol beer had to launch its campaign for the 2010 South Africa World Cup

But it wasn´t an official sponsor.
It wasn’t allowed to say “Mexican Team” or South Africa World Cup 2010.
It couldn´t do almost anything.

THE GOAL
To position as the most World Cup and Mexican Team related beer add in the fact that Corona was the official team sponsor.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Encouraging Mexicans to take a time off from their girlfriends from June 11th to July 11th to watch the Mexican Team without being disturbed.

During that month, we installed the idea using commercials to interact with the fans on the website and social networks, where they could get advice to ask for their time off.

Explain why the creative execution was relevant to the product or service.
For the interaction with the target

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.
380.945 visits to the website with an average staying time of 00:04:16
56 profiles created by the followers and group with the most fans: 10.013
Highest remembering rate among brands related to the World Cup
92% of awareness
Most World Cup-related unofficial brand
Highest liking level among all brands from all the categories

YOUTUBE
1.167.217 view official channel: 19 videos 981.296 vistas.
Videos upload for fans: 185.921 vistas
Just by taking the official “Pídele un tiempo” channel, it became the most viewed Mexican World Cup campaign (over Bimbo´s “make a sandwich” with 698.915 visits)
Virals: 4
Total visits: 19.826

TWITTER
#pideleuntiempo one day. TRENDING TOPIC