Sony Pictures DM AXN TV BOXES by Publicis Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Copywriter Luís Felipe Figueiredo E Antonio Correa
Released February 2011

Credits & Description

Category: Best Low Budget Campaign
Product/Service: TV CHANNEL
Date of First Appearance: Feb 2 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Art Director: Antonio Correa (Publicis Brasil)
Copywriter: Luis Felipe Figueiredo (Publicis Brasil)
Account Executive: Elaine Elias (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Emerson Russo (Publicis Brasil)
Production: Thiago Loureiro (Publicis Brasil)
Production Company: Casa da Mãe Joana (Casa da Mãe Joana)
Video Director: Diogo Ekizian (Casa da Mãe Joana)
Media placement: TV Boxes - Retail Stores - 2 February 2011

Describe the brief/objective of the direct campaign.
AXN is a TV channel famous for its series. Our challenge was to announce the series in relevant way in order to get new spectator for the channel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In 2010, our national TV market sold over 10 million TVs - a number that doesn’t stop growing. Inspired by that, we decided to use TV boxes to invite consumers to watch AXN series. It was the right place and the right time to reach a huge audience. In a partnership with a big TV brand, its boxes were printed with the series frames and the concept “AXN TV series. There’s no better way to enjoy your new TV”. The boxes were then distributed to stores all over the country.

Explain why the creative execution was relevant to the product or service.
When you buy a new TV, you can’t wait to get home and watch something. And announcing on TV boxes surprised the consumers in a good way, once we took advantage of a joyful moment to offer them something to raise this joy.

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.
In one month, over 300 thousand people were impacted at POPs and at home. In the same period, AXN registered a 12% increase in its ratings. It was a great result for the client, specially considering that AXN had no cost at all with the idea. The printing and shipping were handled by the TV manufacturer - AXN paid them back with empty advertising slots.