Walmart DM VOY A TI by DDB Puerto Rico

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Puerto Rico
Agency DDB Puerto Rico
Creative Director Pedro Silva
Art Director Cernis González
Copywriter José Chiclana
Account Supervisor Alex Lignos
Released March 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: WALMART
Product/Service: RETAIL
Agency: DDB EJE
Date of First Appearance: Mar 15 2010
Entrant Company: DDB EJE, San Juan, PUERTO RICO
Chief Creative Officer: Enrique Renta (DDB)
Creative Director: Pedro Silva (DDB)
Art Director: Cernis González (DDB)
Copywriter: José Chiclana (DDB)
Account Supervisor: Alex Lignos (DDB)
Media Planner: Carmen Hernández (DDB)
Media placement: Classified Ads - El Nuevo Día - March 1, 2010
Media placement: Billboards - Tactical Media Group - March 5, 2010
Media placement: Print Ads - El Nuevo Día - March 15, 2010
Media placement: Gas Pumps - Texaco/Shell Retailers - March 5, 2010
Media placement: Website - Web - March 1, 2010

Describe the brief/objective of the direct campaign.
The economic climate became detrimental to retail sales, even more threatening to those outlets that cater to the small business owner as thousands of Government employees were laid off.
The objectives:
Create Jobs and Offset threat of negative economic outlook in our public.
The Idea: Turn people without jobs into business owners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Paid media efforts started with Employment ads in the Classifieds, but instead of offering a job, we called people to employ themselves. We directed readers to a website where the mechanics were laid out: We provided business plans in 6 categories (Culinary, sales, vendors, services, to name a few), everything, from costs and inventory, even potential revenue was easily accessible and downloadable. We also offered a calendar of entrepreneurial workshops. As a principal result during the course of a year 1,143 businesses where opened with an incremental impact on the Island economy.

Explain why the creative execution was relevant to the product or service.
We took a huge problem that affected not only our stores, but the country and turned it around as an opportunity.

It was appropriate for the brand because Sam's business y tailored to business. By promoting the creation of new businesses we created a new base of loyal customers that will always remember that Sam's Club helped them achieve their dreams.

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 results:
-With a seed budget of $74,000.00 we made a media impact worth $865,000.00 in a period of 6 months. That is 12 times the investment just in media exposure.
-Additionally achieved a total of $44,000.00 in publicity on non paid media on the first 6 months.
-Our Webpage statistics report a total of over 10,000 members.
-Most importantly, 1,143 new businesses opened in a year since the launch of our campaign.
-One year later The Department of Labour adopted the program and made it its own as the most effective effort to curve the unemployment rate.