SCRATCH AND WIN by Publicis Italy for Centro Studi

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SCRATCH AND WIN

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Industry Colleges, Universities & Education Centers
Media Print, Magazine & Newspaper
Market Italy
Agency Publicis Italy
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Marco Viganò
Copywriter Michele Picci Publicis Italy
Released May 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: CENTRO STUDI
Product/Service: EDUCATION & DIDACTICS CENTRE
Agency: PUBLICIS ITALY
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Copywriter: Michele Picci (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Account: Sabrina Bossi (Publicis Italy)
Head Of Print Production: Massimo Fabbri (Publicis Italy)
Media placement: Guerrilla - Students' Circuit - May 2nd 2011

Describe the objective of the promotion.
Centro Studi FD (a private university located in Milan) needed new enrolees for the next school year, but in Italy the economic crisis has led to the downfall of many industries: not least, the university system.
On the other hand, the national gambling industry has no rivals. Its best clients: young people that see in gambling an easy way to change their life.

Describe how the promotion developed from concept to implementation.
A fake scratch and win created and distributed to impress upon students a simple truth: studying is the best way to have a better future.

Explain why the method of promotion was most relevant to the product or service.
On average every year an Italian guy spends €980 on gambling.
So, we chose a scratch and win card as support to persuade students to invest in their education instead of trying their luck.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 2,000 students caught in trap.
Website hits increased by 68% during the first 2 weeks the S&W cards were distributed.
Calls to the Centro Studi FD rose by 29% in just 6 weeks.
During the month that followed the campaign, the company got 11% more submissions than the same period in the previous year.
But most of all, we gave students a reason to bet on themselves.
All this with only €3k budget.