THE BIGGEST AD SPACE NOBODY WANTED TO SELL by Proximity Bogota for Visa

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THE BIGGEST AD SPACE NOBODY WANTED TO SELL

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Industry Credit Cards
Media Direct marketing
Market Colombia
Agency Proximity Bogota
Creative Director Sandra Piedrahita
Art Director Diana Jimenez
Released June 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: VISA
Product/Service: VISA CREDIT CARD
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Jun 25 2009 12:00AM
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://www.worldwithoutcrisis.com
Creative Vice President: Mario Bertieri (Proximity Colombia)
Creative Director: Sandra Piedrahita (Proximity Colombia)
Acounts Vice President: Juan Fernando Niño (Proximity Colombia)
President: Vicente Dearteaga (Proximity Colombia)
Art Director: Diana jimenez (Proximity Colombia)
Copy: Luis Fernando Prada (Proximity Colombia)
Graphic Creative Director: Alejandro Mesa (Proximity Colombia)
Web Creative Director: Phillip Scholz (Proximity Colombia)
Media placement: Magazine - CAMBIO Magazine - 25 Jun 2009

Describe the brief/objective of the direct campaign.
To encourage Visa cardholders who had stopped using their credit cards due to the 2009 crisis, to take them out and start spending again. STRATEGY We launched a virtual world (www.unmundosincrisis.com) for real people to continue with their lives as usual, going out shopping, dining and traveling, regardless of the crisis. How was this possible? Simply by making the most out of all the benefits that Visa had prepared for them. And with a little help form Colombian journalists to spread the word out too.

Explain why the creative execution was relevant to the product or service.
Most journalists receive hundreds of direct mails which usually end up in the rubbish bin. So for our message to be effectively delivered, we needed to find a media vehicle that they would keep. Like the current events magazine they commonly read. That way our idea was both original and real (sent by the editor yet all full of handwritten messages). We saved a big chunk of money on ad placements too! We used the magazine itself as an advertising vehicle, spending only US$1.700.oo (U$17 for each copy) on the ad space nobody wanted to sell to us.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to get journalists to spread out the news, we decided to surprise them. So we chose 100 journalists and sent them a copy of the leading current events magazine in the country. Only this time each copy had a handwritten message on every page: 'There's a world without crisis atwww.unmundosincrisis.com'. When everyone was speaking about crisis, this message definitely aroused curiosity with out precedents. The outcome. Journalist commented on their 'talkshows' about the magazine, and invited listeners to log into the web site www.unmundosincrisis.com Of course they got their copy afterwards, without any intervention!

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.
100 journalists received a copy of the leading current events magazine in the country, 28% of them made comments about it on air time. The comments triggered the number of visits from 1,889 to 9,462 per day. Earn media value at US$ 48,000. Besides, the campaign got an 8% growth in turnover for Visa in a year in which the credit card expected a decrease.