Troller DM IS THIS TROLLER YOURS? by J. Walter Thompson Sao Paulo

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IS THIS TROLLER YOURS?

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Industry Cars
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Daniel Righi
Copywriter Raul Palhares
Account Supervisor Priscila Oliveira, Fabricio Guimarães
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TROLLER
Product/Service: T4 4x4
Agency: JWT BRAZIL
Date of First Appearance: Dec 8 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
Entry URL: http://www.itsclicktime.com/2010/Troller/
President / Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director / Copywriter: Fábio Brandão (JWT)
Creative Director / Art Director: Rinaldo Ferrarezi (JWT)
Head Of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: Felipe Senise (JWT)
Head Of Media: Ezra Geld (JWT)
Media Director: Renata Valio (JWT)
Account Director: Sergio Silveira (JWT)
Account Supervisor: Priscila Oliveira (JWT)
Account Supervisor: Fabricio Guimarães (JWT)
Client Supervisor: Rodrigo Lourenço/Rogerio Maues/Thiago Chan (Troller)
RTV: Marcia Branco/Priscilla Sanches (JWT)
Director / Production Company: Judith Belfer (Killers)
Copywriter: Raul Palhares (JWT)
Art Director: Daniel Righi (JWT)
Media placement: Internet - Youtube - 8/12/2010

Describe the brief/objective of the direct campaign.
Further reinforce the image of a rugged and adventurous car that crosses any terrain, in any situation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the newscasts throughout the country, a Troller made news when crossing a completely inundated street during a flashflood in São Paulo. We took the opportunity and launched the promotion "Is this your Troller?" In search for that brave conductor of the courageous Troller.

Explain why the creative execution was relevant to the product or service.
We created an opportunity campaign, released shortly after the video of the flood became famous. The search for the actual driver spread through the internet, taking advantage of the popularity of the original video. Youtube banners spread the campaign online.

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.
60,000 page views
270,000 views of the video
340 entries
Investment of US$ 100,000
US$ 6,500,000 in spontaneous media