Whirlpool DM ARTEC by Di Paola

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ARTEC

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Industry Household maintenance & pet products
Media Direct marketing
Market Argentina
Agency Di Paola
Copywriter Leandro Marquínez, Leandro Romero
Released August 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: WHIRLPOOL
Product/Service: HOME APPLIANCES
Agency: DI PAOLA & ASOCIADOS WPP
Date of First Appearance: Aug 11 2010
Entrant Company: DI PAOLA & ASOCIADOS WPP, Buenos Aires, ARGENTINA
Entry URL: http://www.casobonito.com/artec/index2.html
General Creative Director / Copywriter / Art Director: Flavio Rucci (di Paola WPP)
Chief Operating Officer: Francisco di Paola (di Paola WPP)
Director Account: Paz Perez Moya (di Paola WPP)
Executive Account: Santiago Verardi (di Paola WPP)
Digital Art Director: Gustavo Medde (di Paola WPP)
Copywriter: Leandro Romero (di Paola WPP)
Graphic Designer: Aurora Calero (di Paola WPP)
Graphic Designer: Denise Bohm (di Paola WPP)
Graphic Designer: Agustina Luquez (di Paola WPP)
Copywriter: Leandro Marquinez (di Paola WPP)
Film Director: Diego Fio (Casa Verde)
Film Director: Juan Alari (Casa Verde)
Media placement: Spot - online - 11/08/2010
Media placement: documentaries (6) - online - 11/08/2010

Describe the brief/objective of the direct campaign.
The goal was to re-launch the Whirlpool web site in Argentina and increase its traffic. We had to generate a massive campaign, which included the challenge of creating an institutional web site, a space where users can participate, interact, and get to know the entire product line.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Whirlpool makes technology an art. It was time for the people to be part of this.

6 artists were to perform 6 pieces of artwork with Whirlpool products. A teaser spot and 6 documentaries were made.

With an online campaign, launched in a museum and followed by road show, plus NTA on TV, we invited people to create their artwork with the aid of a web app, to share it on SN/email to get votes. The most-voted piece would go to the creator, with his/her own design.

We auctioned the 6 Artec pieces, donating funds to Habitat for Humanity Argentina.

Explain why the creative execution was relevant to the product or service.
We got people to enter a site and to get involved with a product line that does not usually create an emotional connection such as the white line appliances.

We generated traffic to the web site with unexpected results, and we managed to keep people interested in the campaign, both within the site and in social networks, people got involved in the campaign with the creation of the design, sharing their piece of art, and voting other people’s pieces.

Due to the results obtained, there is a project to expand the campaign to the entire region, with local artists.

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.
We increased traffic to the site in a 580% (343,090 visits). The campaign ended with a total of 35,000 pieces of artwork created by users, 75,421 subscriptions, 137,381 participants, and 108,839 votes. We obtained approximately 70 free press publications for a sum exceeding $160,000.

Our YouTube channel had over 180,000 views and the launching spot ranked #25 in the most viewed videos in Argentina, during November. We got an increase of 140% in Facebook fans and we were a Twitter trending topic the day the campaign was launched.