ARTIST by Salem for Panamericana - Art And Design School

ARTIST

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Industry Colleges, Universities & Education Centers
Media Promo & PR
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released August 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: PANAMERICANA ART SCHOOL
Product/Service: ART SCHOOL
Agency: SALEM
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director / Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Enrique Lipszyc (Panamericana Art School)
Media placement: Dimensional Mailing - Universities - 03 August 2009
Media placement: Sticker - Universities - toillet stall doors - 03 August 2009
Media placement: Posters - Universities walls - 03 August 2009

Describe the objective of the promotion.
The Panamericana Art School offers courses in Art, Photography, Fashion and Design and has over 3 thousand students. The objective of the campaign was to increase enrollment for Panamericana’s new courses to be offered in the second half of 2009. The target audience was young people age 18 to 24, who were in college but who could take courses at Panamericana at the same time, or who had gone to a school not suited for them and wanted to give new direction to their future career. The challenge was to motivate the audience to come to the school to enroll.

Describe how the promotion developed from concept to implementation
A math notebook was created to be distributed to universities that offer mathematics and scientific studies degrees. On the first pages, we see a number of math problems and formulas, but as we leaf through, drawings start appearing, taking up more and more space the further we leaf through. Curiously, although the drawings portray the student’s environment, they are clearly referential to the strokes and style of great artists in history, like Van Gogh, Picasso, Andy Warhol among others. The idea was to show that art definitely lives inside some people, although they may not know it.

Describe the success of the promotion with both client and consumer including some quantifiable results
The notebook becomes a journey through the world of art. At the end of it, we see a drawing of the student dropping out of Math College and following a different path. The campaign concept is “Free the artist within you. Go to the Panamericana Art School.” The total campaign investment was UDS 3,000. There were 21 ensuing enrollments. At an average amount of USD 750.00 per course, the total gross sales generated came to USD 15,750.00, or a ROI of 80.95%. Therefore, there was a return of USD 80.95 for each dollar invested.

Explain why the method of promotion was most relevant to the product or service
To attract the attention of the students, these notebooks were left at several places on the college campus. Students finding them would leaf through them and learn about Panamericana. In addition, bearing in mind the custom of students to draw on university toilet stall doors to draw their colleagues’ attention, we decided to develop an ambient media action on these doors: we placed a large sticker with drawings on the inside of the stall doors. Together with the illustrations, there was an invitation to enroll in the Panamericana Art School. Posters were also hung on universities walls.'