LIZARD by BBDO Santiago for Sony

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LIZARD

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Chile
Agency BBDO Santiago
Executive Creative Director Joaquin Bascunan
Art Director Mauricio Muñoz, Gonzalo Palaveccino
Copywriter Ingrid Lira, Matias Lopez, Cristián Ulloa, Jorge Espinoza, Ignacio Chaparro
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: SONY
Product/Service: CYBER-SHOT
Agency: BBDO CHILE
Date of First Appearance: Mar 26 2010 12:00AM
Entrant Company: BBDO CHILE, Santiago, CHILE
Executive Creative Director: Joaquin Bascuñan (BBDO CHILE)
Creative Director: Ingrid Lira (BBDO CHILE)
Copywriter: Matias Lopez (BBDO CHILE)
Copywriter: Ignacio Chaparro (BBDO CHILE)
Art Director: Mauricio Muñoz (BBDO CHILE)
Art Director: Gonzalo Palaveccino (BBDO CHILE)
Copywriter: Cristian Ulloa (BBDO CHILE)
Media placement: flat marketing - direct marketing - 26 March 2010

Describe the brief/objective of the direct campaign.

The Brief: To launch Sony's new Cybershot WX1 with a very low cost activity. Target Audience: Dealers and acquisition managers at departments stores and authorised whole salers. The Strategy: With a strong idea to communicate the zoom, we decided to reach through direct marketing all dealers and acquisition managers of department stores, in short, Sony's authorised wholesalers.

Explain why the creative execution was relevant to the product or service.
The Idea: When two pages of a booklet (diptych) are put together, a visual effect happens and a photographer comes closer to his target. A creatively used handout, because due to a simple idea such as opening and closing, the target audience lived out in full the powerful zoom in Sony's new Cybershot WX1. The relevance: We directed our action towards a total of 34 people, which was remarkably more cost effective than massive advertising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to reach through direct marketing all dealers and acquisition managers of department stores, in short, Sony's authorised wholesalers. Why them? Because it is they who bring the camera to its buyers, the ones who show it at stores and who recommend it to buyers through their sales team. Why them? Because we directed our action towards a total of 34 people, which was remarkably more cost effective than massive advertising. Why them? Because this way they would be impacted by a creative idea that made them live the powerful zoom in Sony's new Cybershot WX1.

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.
The results: The results were clear: more purchase orders from acquisition managers at departments stores, improved display of the product at stores and better training of sales team.