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Industry TV Channels/Radio Stations and Programmes, Website
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Marcello Serpa
Creative Director Sergio Mugnaini
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: VH1.COM
Product/Service: VH1.COM
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2010/vh1/eng/
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Sergio Mugnaini (AlmapBBDO)
Planner: Cintia Gonçalves (AlmapBBDO)
Media placement: Internet - Website and alternative media (blogs) - 27th November 2009
Media placement: ... - ... - ...

Describe the brief/objective of the direct campaign.
To present the cable music channel VH1 to an audience that spends more time online that in front of the TV.

Explain why the creative execution was relevant to the product or service.
To create a new media format in the web that is not invasive and it is fun. VH1 players are skins the user can use to cover the basic player model on YouTube and other portals.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
They choose a VH1 player on the VH1 site, copy and paste the URL of a video they like on YouTube, then apply it to their blog or personal homepage. The user gets Angus Young playing guitar, or Amy Winehouse stumbling drunk or Gene Simmons’ tongue stretching until the video is over. VH1 gets a cool image and free media that is not intrusive but fun and measurable.

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.
Sum of number of views of the players on the web, in other words, installed in blogs and personal homepages: 22.582 Total of sites with installed players: 458 Total of pages with installed players: 1.019 See these numbers going up at: