Ctt Expresso Promo, Case study CTT EXPRESSO COMMITMENT 2010 by Fischer+bus

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Portugal
Agency Fischer+bus
Director Nuno Maltez
Creative Director Diogo Mello, Paulo Afonso P.a.
Art Director Marco Martins, Marcelo Melo
Copywriter Nuno Leal, Rafael Pitanguy
Producer Ana Baptista
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: CTT EXPRESSO
Product/Service: MAIL DELIVERY
Date of First Appearance: Nov 17 2010
Entrant Company: FISCHER BUS, Lisbon, PORTUGAL
Entry URL: http://www.compromisso.com.pt
Creative Director: Paulo Afonso (Fischer Bus)
Planner: Susana Coerver (Fischer Bus)
Copywriter: Nuno Leal (Fischer Bus)
Art Director: Marcelo Melo (Fischer Bus)
Copywriter: Rafael Pitanguy (Fischer Bus)
Art Director: Marco Martins (Fischer Bus)
Creative Director: Diogo Mello (Fischer Bus)
Account Director: Catarina Cardiga (Fischer Bus)
Account: André Rasteiro (Fischer Bus)
Agency Producer: Sónia Saldanha (Fischer Bus)
Key Account Manager: Rodrigo Albuquerque (Arena Media)
Producer: Ana Baptista (Pix Mix)
Director: Nuno Maltez (Pix Mix)
Marketing Manager: Ricardo Costa (Full Six)
Marketing Director: Joana Ponte (CTT Expresso)
Chief Executive Officer: Carmen Pignatelli (CTT Expresso)
Media placement: Outdoor - All Over Portugal - 17/11/2010 To 23/11/2010
Media placement: Online - Www.compromisso.com.pt - 17/11/2010 To 04/01/2011

Insights, Strategy & the Idea
After the successful 2009 Commitment, we needed to show again that CTT Expresso, number one in fast deliveries, is all about trust, being reliable and never fails, no matter how hard the deliver can be. At the same time the challenge was also “You’ve done it one time, can you do it twice?”

Creative Execution
We repeated the 2009 challenge, adding something new, an extra and innovative difficulty. We adapted outdoors to host real objects, but this time more fragile and valuable ones: Samsung products. Products that were transported everyday by CTT Expresso from one outdoor to another, in front of everyone throughout the country, with deadlines and destinations written on the posters. All shown on the Commitment website where everyone could check in real time, through webcams, that everything was reaching their destinations as promised. People could interact with the outdoors, texting SMS to try winning the Samsung products shown on the outdoors, while CTT Expresso promised the 2nd part of this new Commitment: the winners would receive their objects on 24th December, at the same time, before 23:59, winning the race by the clock against CTT Expresso biggest delivering rival that night: Santa Claus himself. These deliveries could be watch on the website.

Results and Effectiveness
In only 7 days 196 changes of products between outdoors were made and 8320 SMS were sent (which means a remarkable 50 SMS per hour). Even greater visibility for the brand than in the last Commitment. The Xmas successful deliveries to the happy winners gained special attention on the media, including national TV broadcast. An increase of 83,79% on the number of new visitors to the company’s website, from not only Portugal, but 26 another countries. More than 27 000 page views while the campaign ran. After all, confirming again that when it comes to trust, seeing is believing.