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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Argentina
Agency Don
Art Director Adrian Contreiras
Copywriter Luciano Gallucci
Producer Mariano Ricciarelli
Released October 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: CLAXSON
Agency: DON
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DON, Buenos Aires, ARGENTINA
Entry URL:
Director Group Communications: Papón Ricciarelli (Don)
Director Group Communications: Roberto Lestón (Don)
Art Director: Adrián contreiras (Don)
Copywriter: Luciano Gallucci (Don)
Iphone Producer: Diego Martiniano (Pigmalion)
Producer: Mariano Ricciarelli (Don)
Account Director: Pablo Ajuria (Don)
Account: Melitón Detomasi (Don)
Planner: Verónica Mauri (Don)
Media placement: Internet Banner - URL - 01/11/2009

Describe the brief/objective of the direct campaign.
The audience was composed of a mix of current and new customer. Upon this fact, we got commited to prove whether the adage The latin Lover is 100% Effective. By means of the application developed, the myth presented headed in a new direction.

Explain why the creative execution was relevant to the product or service.
The application consisted of having sex by shaking the phone, the rhythm would change depending the shaking speed by the end performance effectiveness could be checked. It is quite appropriate for the brand because by means of this application we were able to jump over the passiveness barrier, and put the signal content in the users hands. We feel and consider the applications creativity and interaction for an adult TV channel turned to be quite novel, appealing and fresh for the target audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution that came to light was to counteract the passiveness imposed by TV screens. As a result a mobile application was developed, through which the user could interact with the content in order to prove himself the popular belief, the latin lover is the best in the world.

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.
During the first two months, almost 40,000 people downloaded the application, which let them interact with the content, generated brand awareness, innovation and new subscribers, and this led to deliver the following measures in these key metrics: Response rate: 35% Click throughs: 31% ROI: 0.30 U$D per visitor. Upon U$D12K invesment.