XMAS TREE by Centrade Saatchi & Saatchi Bucharest for Www.121.ro

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XMAS TREE

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Industry Traffic safety
Media Direct marketing
Market Romania
Agency Centrade Saatchi & Saatchi Bucharest
Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Laura Iane
Copywriter Theodora Szabo
Released December 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: WWW.121.RO
Product/Service: ROAD SAFETY CAMPAIGN
Agency: SAATCHI & SAATCHI ROMANIA
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI ROMANIA, Bucharest, ROMANIA
Creative Director: Jorg Riommi (Saatchi & Saatchi)
Creative Director: Daniela Nedelschi (Saatchi & Saatchi)
Art Director: Laura Iane (Saatchi & Saatchi)
Copywriter: Theodora Szabo (Saatchi & Saatchi)
Account Manager: Anca Luca (Saatchi & Saatchi)
Media placement: Unconventional Ambient Media - Driving Target Cars - 15.12.2009

Describe the brief/objective of the direct campaign.
121.ro, a Romanian portal and NGO dealing with public awareness issues, together with Romanian Police wanted to draw attention upon the fatal consequences of drinking and driving, especially during winter holidays, when the alcohol consumption is higher than usual.

Explain why the creative execution was relevant to the product or service.
The execution was particularly relevant for drivers because of the nature of the media (the air freshener in the Tree shape) and the way it was distributed (by hand, piece per piece, directly to the drivers) and the where (in the street, in gas stations, at traffic lights). Also the specific period (Christmas, when alcohol consumption and visiting relatives - drive to them - increases) was particularly relevant to the idea.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We thought an innovative use of media: we took one of the most famous symbols for winter holidays, the Christmas Tree, one of the most common symbols related to car accidents, a broken tree, and we put them together in one of the most present car accessories: the air refresher for cars. The result was an air refresher in the shape of a broken pine tree hit by a car. This way, every time they looked in the rear mirror, drivers were reminded of the things they could lose and the sorrows they could cause by drinking and driving.

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.
All 10.000 pieces were distributed in the days preceding Christmas holidays, creating a huge recall and awareness among drivers in the whole country. According to the Bucharest Police Department, in Bucharest alone the number of accidents related to alcohol consumption in the weeks of Christmas holiday diminished by an average of 20%.