STUDENT SAVER by Ogilvy Sao Paulo for Miami Ad School

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STUDENT SAVER

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Industry Colleges, Universities & Education Centers, Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Diego Machado
Copywriter Hugo Veiga
Released September 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: MIAMI AD SCHOOL
Product/Service: ADVERTISING SCHOOL
Agency: OGILVY BRASIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Directors: Claudio Lima (Ogilvy Brasil)
Executive Creative Directors: Fred Saldanha (Ogilvy Brasil)
Creative Directors: Eduardo Marques (Ogilvy Brasil)
Creative Directors: André Kirkelis (Ogilvy Brasil)
Copywriter: Hugo Veiga (Ogilvy Brasil)
Art Director: Diego Machado (Ogilvy Brasil)
Project Management: Wagner Gomes (Ogilvy Brasil)
Tech Leader: Felipe Rodrigues (Ogilvy Brasil)
Action Script: João Guilherme Ribeiro (Ogilvy Brasil)
Quality Assurance: Ryani Holanda (Ogilvy Brasil)
Back End: Bruno Veras (Ogilvy Brasil)
Advertise's Supervisor: Paulo André Bione
 (Miami Ad School/Espm
)
Media placement: Screen Saver - Internet - 17th Of March 2012

Describe the objective of the promotion.
The best way to prove the effectiveness of Miami Ad School’s teaching method is to get students hired by top agencies.
To do that, Miami Ad School needed to promote its students work. The problem is that agency creative directors never have time or patience to look at students’ portfolio.

Describe how the promotion developed from concept to implementation.
Student Saver was created as a screensaver downloadable and sent via e-mail to copywriters, art directors and creative directors.
With the simple click of a button, creative departments were turned into 24/7 galleries, showcasing Miami Ad School's best work and the students who created it.
The Student Saver is connected to the internet, so it is constantly updated.
By pressing the space bar, creatives have access to students’ contact, information and portfolios.

Explain why the method of promotion was most relevant to the product or service.
Student Saver created a direct channel between students and the people with the most influence over their future.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Student Saver is activeat topBrazilian agencies.
Not only creative directors but also creative professionals have daily contact with Miami Ad School students work without feeling imposed upon.
Students used to beg for a 10 minutes interview. Now they are showing their work everyday.