Wonderbra DM BOOKS by Publicis Madrid

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Direct marketing
Market Spain
Agency Publicis Madrid
Creative Director Juan Pablo Gariglio, Rafael Santamarina, Walter Aregger
Art Director Arturo Sania, Esteban Franco
Account Supervisor Belen Segura, Charles George-Picot
Released April 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: DBAPPAREL
Product/Service: WONDERBRA
Agency: PUBLICIS COMUNICACIÓN ESPAÑA
International Creative Director: Erik Vervroegen (Publicis)
General Creative Director: Alexandre Okada (Publicis)
Creative Director: Rafael Santamarina (Publicis)
Art Director: Esteban Franco (Publicis)
Art Director: Arturo Sania (Publicis)
Account Supervisor: Belén Segura (Publicis)
Account Supervisor: Charles George-Picot (Publicis)
Media placement: Display - Carrefour And Books Stores - 28 April 2012
Media placement: Direct Marketing - Main Authorized Distributors - 28 April 2012

Describe the brief/objective of the direct campaign.
WonderBra’s traditional target are women between the ages of 18 and 30. Based on this fact, arises a new objective: increase the brand's target in Spain to include women between the ages of 30-35.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created fake self-help books for thesse more mature womn, inside which they found a Wonderbra as a means of achieving their goals.

Explain why the creative execution was relevant to the product or service.
We needed to think on what sexuality really meant for this new segment of women between 30 and 35 years-old. In the majority, they are more mature women who know what they want. Women who consider sexuality as an important part of their lives. That's why we proposed a fun way of achieving what they wish through a piece that was fun and sensual.

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 initial response in the majority of the cases was surprise, followed by interaction with the piece. An immediate connection with the objective public was made, as well as big repercussion in the feminine forums, getting the attention of the key opinion-leaders and creating debate.