MTV DM THE RESCUE JACKET by Leo Burnett Iberia Madrid

THE RESCUE JACKET
The Direct marketing titled THE RESCUE JACKET was done by Leo Burnett Iberia Madrid advertising agency for MTV in Spain. It was released in Apr 2011.
Advertising campaign for MTV

MTV: THE RESCUE JACKET

Brand
MTV
Media
DM
Released
April 2011
Posted
April 2011
Market
Spain
Industry
TV Channels/Radio Stations and Programmes
Agency
Leo Burnett Iberia Madrid
Creative Director
Juan Sevilla
Creative Director
Erick Rosa
Copywriter
Miriam Alonso
Creative Director
Fernando Duarte
Executive Creative Director
Chacho Puebla
Creative Director
Angel Morales
Creative Director
Juan Pablo Christmann
Art Director
Ignacio Capelo

Credits & Description:

Category: Dimensional Mailing

Advertiser: MTV PORTUGAL

Product/Service: TV SHOW

Agency: LEO BURNETT IBERIA

Date of First Appearance: Apr 15 2011

Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN

Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)

Creative Director: Juan Christmann (Leo Burnett Iberia)

Creative Director: Juan Sevilla (Leo Burnett Iberia)

Creative Director: Erick Rosa (Leo Burnett Iberia)

Copywriter: Miriam Alonso (Leo Burnett Iberia)

Art Director: Ignacio Capelo (Leo Burnett Iberia)

Account Director: Tiago Reis (Leo Burnett Iberia)

Creative Advisor: Tura (Leo Burnett Iberia)

Media placement: Product - Direct Marketing To Medios - 15 April 2011



Describe the brief/objective of the direct campaign.

The Rescue Jacket. A new way to ditch someone. There are uncomfortable dates that you don´t know how to run away from. Like when a girl chews with her mouth open or burps, or when he won´t stop talking about his ex, or worse, about his mother.Describe how the promotion developed from concept to implementation.

That´s why we created The Rescue Jacket. The jacket that helps you run away from a Disaster Date. The jacket also invites the poor jilted guy to watch the Disaster Date of MTV to learn what NOT to do on a date.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We created The Rescue Jacket. The jacket that helps you run away from a Disaster Date. The jacket also invites the poor jilted guy to whatch the Disaster Date of MTV to learn what NOT to do on a date.



Explain why the creative execution was relevant to the product or service.

The show disaster date is irreverant and fun, the rescue jacket is also.



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.

More happy ending dates, at least for one guy. More people with a new jacket. More people will know what NOT to do on a date.