AN EVEN WHITER WHITE by Proximity Bogota for Terinsa

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AN EVEN WHITER WHITE

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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Colombia
Agency Proximity Bogota
Creative Director Alejandro Mesa
Art Director Martha Montenegro
Copywriter Emilio Mutis
Released September 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: GLOBAL DE PINTURAS
Product/Service: PAINT
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Sep 10 2010
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://204.3.178.174/terinsa/
Chief Creative Officer: Mario Bertieri (Proximity Colombia)
Creative Executive Officer: Sandra Piedrahita (Proximity Colombia)
Creative Director: Alejandro Mesa (Proximity Colombia)
Accounts Vice President: Juan Fernando Nino (Proximity Colombia)
Account Director: Barbara Castro (Proximity Colombia)
Web Designer: Jonathan Mcvinish (Proximity Colombia)
Art Director: Martha Montenegro (Proximity Colombia)
Copywriter: Emilio Mutis (Proximity Colombia)
Account Executive: Maria Fernanda Nova (Proximity Colombia)
Media placement: Internet - E-Mail - 7 March 2011

Describe the brief/objective of the direct campaign.
The client wanted an email campaign to let hardware stores and distributors know about their new, longest-lasting whiter-than-white enamel for metal and wood.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using the databases of the country’s 142 largest wholesalers and distributors, what appeared to be a completely blank email was sent out.
To wake up the curiosity, the only copy that could be read as the line: "if you want to get to know the whitest white, click here and drag to the end of the email".
After this action, the type - set in white on white - began to reveal itself. Reversed out were details of the new product’s benefit, a pack shot plus price and a call to action.

Explain why the creative execution was relevant to the product or service.
In their daily life, wholesalers receive thousands of similar e-mails. For the first time Terinsa finds a way to catch their attention, breaking the monotony.
Through an interactive call and in less than a second, the e-mail shows to the consumer the principal benefit of the product.

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.
Within a day, 30% of the database clicked and dragged on the email. The idea was sufficiently engaging for recipients to call Terinsa and say how much they liked the idea. Within a week, 42.6% of the database opened the email. The average response rate is often next-to-nothing.