University of Malaga DM FESTIVAL INVITATION FINGER by Y&R Madrid

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Industry Shows, Events & Festivals
Media Direct marketing
Market Spain
Agency Y&R Madrid
Creative Director Manuel Perez De Camino, Antonio Botella
Producer Pilar Fresneda
Photographer Eduardo Diaz Bourgeot
Released November 2011

Credits & Description

Category: Dimensional Mailing
Agency: TAPSA
Vice-President Creative: Julian Zuazo (Tapsa)
General Creative Director: Adolfo Gonzalez (Tapsa)
Creative Director: Antonio Botella (Tapsa)
Creative Director: Manuel Perez de Camino (Tapsa)
Account Manager: Sylvia de Sienes (Tapsa)
Producer: Pilar Fresneda (Tapsa)
Photographer: Eduardo Diaz-Bourgeot
Advertiser´s Supervisor: Sara Robles (University Of Malaga)
Advertiser´s Supervisor: Eugenia Perez (University Of Malaga)
Media placement: Direct Mail - Flat Mail - 19 November 2011

Describe the brief/objective of the direct campaign.
Transform Fancine, Malaga’s Fantastic Film Festival, into a film industry reference and a must-see calendar event.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
250 specially formatted invitations were sent out to opinion leaders and journalists from the different media comprising a paper bag, inside which was a fake severed human ear or finger, a press pass, Polaroid snapshots of a beaten-up superhero and a flyer whose headline read, ‘We’re going to give superheroes the biggest seeing to in history… Don’t miss it. You might just regret it.’

Explain why the creative execution was relevant to the product or service.
Transforming the entry pass into an extremely impactful way to generate interest (among the media and online opinion leaders) in the festival and this year’s theme 'Superheroes'.

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.
Of the 250 people invited, 214 attended the festival. The initiative generated unprecedented media buzz in both online and offline media. Not only the festival’s programme but also other activities held around the event were disseminated across the internet and broadcast on television programs and newscasts on public and private channels.