STORY PILLS by Z+ Sao Paulo for Viva e Deixe Viver

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STORY PILLS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency Z+ Sao Paulo
Executive Creative Director Leo Macias E Alan Strozenberg
Creative Director Leonardo Macias
Art Director Elias Carmo
Copywriter Leandro Camara Leal Pestana
Producer Diogo Piccinino
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: VIVA E DEIXE VIVER
Product/Service: CHARITY
Agency: Z+
Date of First Appearance: Dec 10 2010
Entrant Company: Z+, Sao Paulo, BRAZIL
Executive Creative Director: Alan Strozenberg (Z+ Publicidade)
Copywriter: Leandro Leal (Z+ Publicidade)
Art Director: Elias Carmo (Z+ Publicidade)
Illlustrator: Pedro Junior
Producer: Diogo Piccinino (Z+ Publicidade)
Art Buyer: Alice Imamura (Z+ Publicidade)
Account Supervisor / Media Supervisor: Flávio Nara (Z+ Publicidade)
President: Valdir Cimino (Viva e Deixe Viver)
Creative Director: Leonardo Macias (Z+ Publicidade)
Media placement: Direct Marketing - Sent By Mail To One Thousand Executives. - 14 October 2010

Describe the brief/objective of the direct campaign.
Studies show that, in the healing process, happiness is as important as medicine. Base on that, Viva e Deixe Viver (Live and let live) is a non-governmental organization whose voluntaries visit hospitals to tell stories to sick children and cheer them up. As any non-profitable organization, they need donations to keep on doing their work. These donations are not only about money: one can contribute with the cause by donating used story books or even offering their free time to tell stories to the children. Our goal was to bring awareness to Viva e Deixe Viver and raise donations.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Sometimes a story can help as much as a medicine. Viva e Deixe Viver statement was the insight to our creative idea. We created boxes just like medicine boxes and inside them we put fairy tales, such as Three Little Pigs. The stories were divided in 10 parts and each part was put inside a pill. The box instructions said that the pills should be taken/told one after the other, just like regular medicine. These boxes were sent to one thousand top executives of the most important companies in Brazil.

Explain why the creative execution was relevant to the product or service.
Viva e Deixe Viver was created based on the fact that stories can also help to heal. So we thought: to show both importances, why don't we put them together, stories and medicine? To work, medicine pills need to be taken day by day, the same goes to story-telling. The creative idea was a metaphor to make people understand how relevant is Viva e Deixe Viver work and how important is their help to the organization.

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.
The action increased the number of page views to Viva e Deixe Viver in 310%, and the number of calls received by the organization's call centre in 125%. Besides, Vive e Deixe Viver received thousands of donations, books, office supplies and money. Most important: 253 people offered themselves as voluntaries to Viva e Deixe Viver.