Yahoo! DM CUSTOM AUGUMENTED REALITY by Agência Tudo Rio De Janeiro

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CUSTOM AUGUMENTED REALITY

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Industry Website, Portals
Media Direct marketing
Market Brazil
Agency Agência Tudo Rio De Janeiro
Creative Director Roberto Cipolla, Cleber Paradela, Pedro Fonseca
Art Director Tiago Vilas Boas
Released August 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: YAHOO!
Product/Service: WEBSITE
Agency: AGÊNCIA TUDO
Date of First Appearance: Aug 1 2010
Entrant Company: AGÊNCIA TUDO, São Paulo, BRAZIL
Entry URL: http://www.publicidadeyahoo.com.br/bigideachair/banquinho/monicacarvalho/
Creative Director: Cleber Paradela (Agência Tudo)
Creative Director: Roberto Cipolla (Agência Tudo)
Creative Director: Pedro Fonseca (Agência Tudo)
Art Director: Tiago Vilas Boas (Agência Tudo)
Art Assistant: Carlos Oyakawa (Agência Tudo)
Account Director: Daniel Jotta (Agência Tudo)
Account Manager: Camilla Carvalho (Agência Tudo)
Account Analyst: Ana Paula Rossi (Agência Tudo)
Graphic Production: Elizabete Neto (Agência Tudo)
Graphic Production: Adelson Malaquias (Agência Tudo)
Graphic Production Assistant: Bruna Pereira (Agência Tudo)
Technology Director: Fabrizio Barata (Pivot)
Media placement: Mail - Mail - AUG/15/2010

Describe the brief/objective of the direct campaign.
Target:
The 13 judges of the Big Idea Chair, an award brought by Yahoo! Brazil to the Brazilian advertising industry.

Goal:
To strengthen the judges involvement in the award.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea:
The agency created the world’s first customized augmented reality campaign. By approaching the augmented reality tag to the webcam, the judge could see a photograph of himself sitting on Yahoo!’s purple arm chair, the symbol of the Big Idea Chair.

Explain why the creative execution was relevant to the product or service.

The Big Idea Chair is Yahoo’s strongest relationship tool to the advertising industry. Each year, the portal creates a unique opportunity to communicate directly with great names of the Brazilian advertising market. The campaign contributed to improve this relationship.

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.
11 out of the 13 judges took part in the campaign, resulting in an 84% response rate. The campaign also had great effect response in the specialized press, being mentioned in main advertising websites and blogs in the country, which helped increase the awareness of the award.