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The ultimate head to head bet spread in all media like a reality show

The ultimate head to head bet spread in all media like a reality show. 18th, October - Atlanta Speaker: Marisa Furtado VP and Creative Director Fábrica de Comunicação Dirigida, Brazil. Campaign Synopsis.

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The ultimate head to head bet spread in all media like a reality show

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  1. The ultimate head to head betspread in all medialike a reality show 18th, October - Atlanta Speaker: Marisa Furtado VP and Creative Director Fábrica de Comunicação Dirigida, Brazil

  2. Campaign Synopsis • The ultimate head to head bet was a dispute between two telemarketers agents, Paulo and Bia, in name of selling more subscriptions to a newspaper: O Estado de São Paulo. • Audience was invited to take part in this challenge and help their favorite candidate to win. • In this direct marketing multimedia campaign, anyone could be an important character, even “you”.

  3. Why “The Ultimate Head-to-Head Bet” is an Echo Award winner: • Results • Sales grew 300% in comparison to Estadão’s preceeding campaign; • ROI of 66%; • 155,000 generated leads; • 15,000 new subscribers in only 2 months;

  4. Why “The Ultimate Head-to-Head Bet” is an Echo Award winner: • Brand Streaming • The campaign helped the consolidation of the new graphic project; • Estadão received many phone calls from people willing to vote for Paulo or for Bia; • Several phone calls paying compliments to the campaign were also received by Estadão; • Empowerment of call centers and immediate joining of sales force;

  5. Why should it be… a winner • Stagnant market; • Expand readership basis is the only way to survive; • Find younger readers/subscribers and change their behavior of reading; • Increased competition within the media, even in electronic means • Free or much cheaper information available on the web. Our goals: expand new subscriptions up to 50% and 20% on average in the call center

  6. Real people, real life, for real results • The dispute between Paulo and Bia started at Estadão’s call center and continued in a “place close to you”. The score was on the scene in all campaign.

  7. Launching TV spot

  8. Launching newspaper ad

  9. Launching Radio Spots Click to Play “Repentistas”

  10. Real time: interact! • Establishing a connection with suspects and prospects as friendly as the brand. • Even if you are not interested in subscribing Estadão right now, you can start a dialogue with us, and discuss about this bet with your community.

  11. Website

  12. Real content: getting the message straight to heart before mind • Several “raids” in real situations. Selling benefits in the right time, in the right place. • More than a thousand people have been interviewed.

  13. About Sport • Two stadiums, many rooters and a question: would you rather be a winner or a loser? At Estadão, you and your favorite sports are always on the podium.

  14. Sports Section TV spot

  15. About Culture & Leisure • The scenes were shot in São Paulo’s Bienal of Arts and in a real nightclub party. Do whatever you like to, in great companywith Estadão.

  16. Section 2 TV spot

  17. About Computers & Technology • Talking about bits and bytes at Fnac. Estadão is your best link with the digital era.

  18. Link Section’s TV spot

  19. About Travel & Adventure • From ordinary to radical trips: what’s up? Paulo goes to a beautiful beach. Bia parachutes. Estadão goes beyond any limits for your dreams.

  20. Travel & Adventure TV Spot

  21. The Sunday morning newspaper • Reinforcing the newspaper´s superiority on Sundays. It is a sunny morning at Ibirapuera Park, São Paulo citizens´favorite one. Estadão understands your lifestyle and expectations. Even on Sundays.

  22. Sunday Sections’ TV spot

  23. CRM Sales Opportunities • Using DBM, direct mail and e-mails channels to explore specific customers´status: RetentionRestoring Churn, etc.

  24. Direct Mail

  25. E-mails

  26. Sales Opportunity • Paulo and Bia announcing a special service: while traveling, subscribers can customize the delivery of their newspaper according to new directions or periodicities. “So you do not miss the news, Estadão can be your shadow.”

  27. Sales Opportunity

  28. Seasonal Opportunity – Christmas Time • Paulo and Bia suggest a new gift.“Be creative. Give a memorable gift: an Estadão subscription.”

  29. Santa Claus’ TV spot

  30. The dispute is at the end: but with a Surprise! • Everything is fair. “Please, help me winning. I've got a customized offer to you. To each one”. You can only win as an Estadão subscriber.

  31. 2 TV spots

  32. 2 TV spots

  33. An unprecedented multimedia direct marketing campaign • 11 TV spots • 22 print ads • 6 radio spots • Internet Website • e-mail marketing • DM waves • Endomarketing

  34. Being real until the end • See Bia’s victory and many other surprises on the web. All the staff took part in the last TV spot. New subscription promotions will come. “The show must go on…”

  35. Newspaper ad

  36. WebTV ad – Real once again and…viral

  37. The ultimate head to head bet was: • A knock-out in the competition, • An excellent business for Estadão and • A lot of acknowledgment for Fábrica.

  38. About our client: O Estado de S. Paulo • The oldest newspaper circulating in the city of São Paulo. 130 years old • The largest newspaper in Brazil • 242,000 numbers printed daily, 341,000 on Sundays • Brazil’s most reliable medium of communication, according to the 5th Annual Edelman Study on Trust and Credibility • Sales leader on classified ads • O Estado group: Agência Estado de Notícias e Informações, Rádio Eldorado, Jornal da Tarde e Listão OESP • www.estadao.com.br

  39. About us: Fábrica • Specialized in direct communication and relationship marketing • Our DNA: 70 people. Full integration • 10 years in the market • The #1 Direct Marketing Agency 100% national • Fastest-growing direct marketing agency in the last 5 years (average 34.7% p.y.) (1) • Ranked among Brazil’s best direct marketing agencies by the country’s top 100 advertisers • Several prizes including ECHO Award, ABEMD - Direct Marketing Brazilian Association,, AMAUTA etc. • 2005 – Brazilian representative on the jury at Lions Direct Festival in Cannes • Member and present at the last 7 DMA annual conferences • www.fabricad.com.br (1 ) (source: MM/Eugênia Paesani survey/03)

  40. About us: Fábrica If you have any queries I’ll be very pleased to reply to you (1 ) (source: MM/Eugênia Paesani survey/03)

  41. Thank You!Any queries? marisafurtado@fabricad.com.br VP and Creative Director

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