Advertiser: GRUPO PÃO DE AÇÚCAR
Agency: DRAFTFCB BRASIL
Category: Retention
Art Director: Eber Subirá De Souza (Giovanni / Draftfcb)
National Relationship Marketing Director: Lísia Fischer (Giovanni / Draftfcb)
Creative Director: Marcelo Carnevale (Giovanni / Draftfcb)
Creative Supervisor: Paula Sales (Giovanni / Draftfcb)
National Creative Director: Rui Piranda (Giovanni / Draftfcb)
Art Director: Tatiana Tatsch (Giovanni / Draftfcb)
Account Supervisor: Luís Felipe Feresin Ferreira (Giovanni / Draftfcb)
Art Director: Vivian Maia (Giovanni / Draftfcb)
Account Manager: Rodrigo Motta (Giovanni / Draftfcb)
Copywriter: Thiago Maneschi (Giovanni / Draftfcb)
Creative Supervisor: Monica Humphreys (Giovanni / Draftfcb)
Account Vice President: Patrícia Marinho (Giovanni / Draftfcb)
Outcome
The results are impressive. More than 34% of the e-mails sent inviting our clients to try the app on Facebook were opened. 30% of them actually clicked through and went on to create their own books. More than 280,000 messages were collected and about 15,000 books were created online, so far. Seventy-five hundred books have already been printed and delivered to their owners.Thanks to these kinds of ideas, our relationship program is growing stronger every year, raising spending and fidelity amongst its top clients, who collectively account for more than 55% of Pão de Açúcar’s total income.
Execution
Pão de Açúcar is known for its close relationship with its customers, one of the brand’s most valuable assets.The Birthday Messages Book is a simple yet original idea that allowed customers to invite Pão de Açúcar to take care of their “online birthday party” and be a part of this important day. By surprising our clients with the actual books delivered at their homes, we were also able to bring back the memories from that special day and the happiness shared with friends and family. Very appropriate for a brand that always asks its clients “What makes you happy?”
Implementation
To engage our clients, we sent them an e-mail inviting them to create – together with Pão de Açúcar - a Birthday Messages Book: a Facebook app that could gather all of their friends’ birthday greetings posted on their Timelines and publish them all into a virtual book.But we knew that in order to be memorable we had to go further. So, for our top clients we decided we were going to bring their books to life by printing and delivering them to their homes, as a surprise.
Client Brief Or Objective
Since Pão de Açúcar is the only premium player to feature amongst Brazil’s top supermarket chains, over the past seven years we’ve developed a comprehensive relationship strategy to win over our clients through their hearts. That’s why creating a direct mailing initiative to celebrate their birthdays in a memorable way every year is not only a nice thing to do but also a very important strategic move.We wanted our target to share their birthday experiences with Pão de Açúcar, thus deepening their bonds with the brand, as well as the proud feeling of being a “Pão de Açúcar Client”.