Category: Dimensional Mailing
Advertiser: ALMACENES ÉXITO
Product/Service: VIAJES ÉXITO/ TRAVEL AGENCY
Agency: SANCHO BBDO
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Creative Director/Copywriter: Damián Montañez (Sancho BBDO)
Creative Director/Art Director And Production: Cristian Alzate (Sancho BBDO)
Production: Oliver León (Sancho BBDO)
Account Manager: Natalia Pérez (Sancho BBDO)
Production: Tomás García Conde
Media placement: Dimensional mailing (airplane wing) - Sticked In Smartphones - 2 March 2012
Describe the brief/objective of the direct campaign.
Promote and position Viajes Exito as the first option for travel agencies among people 18 to 25. Being as Viajes Exito is an agency that belongs to a chain of supermarkets (Almacenes Éxito), it would be difficult to enter the minds of people that are not keen to use our business.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a direct mail to a database of young people with smartphones, where we invited them to participate in a very simple mechanic with which they could win a trip to one of the Viajes Exito destinations.
Using the mail we sent, they should take a picture and tag it under #viajaconexito (#travelwithexito) on Instagram; the picture that got more 'likes' would get a discount for a trip.
Explain why the creative execution was relevant to the product or service.
We create an idea which was playful, interactive and participatory, connecting the brand with its target audience in a place where it was very difficult to penetrate. We are very proud of the result because it is funny. It doesn´t looks like a direct mail, it´s looks like a toy to play with.
The brand has a very difficult need and this need was to try to engage with a target audience that never looked at them. We think we made it, because we had a beautiful piece to send to them, a enjoyable and happy piece of advertising to share with friends. And this is a very hard thing to get, isnt it?
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
58% of the people that received the mail uploaded at least one picture. The tag received more than 100 pictures during the first week. By the end of the month, it was more than 400. One user
uploaded 123 pictures. Even though the promotion only lasted a month, people are still uploading pictures on the hashtag.