Category: Travel, Entertainment & Leisure
Advertiser: POSTO 6 BAR
Product/Service: BAR
Agency: E|OU MKT DE RELACIONAMENTO
Vice President/Creative Director: Eduardo Rodrigues (e|ou)
Vice President/Planning Director: Eduardo Soutello (e|ou)
Vice President/Account Director: Fábio Souza (e|ou)
Copyright: Gabriela Kimura (e|ou)
Illustrator: Paulo Stocker (e|ou)
Art Director: Renato Takahashi (e|ou)
Production Director: Roberta Gregório (e|ou)
Production Manager: Bárbara Almeida (e|ou)
Graphic Producer: Beatriz Manhas (e|ou)
Marketing Director: Fernando Costa Netto (Posto 6 Bar)
Media placement: Direct Mail - Client's Database - 01/08/2011
Describe the brief/objective of the direct campaign.
‘Posto 6’ is one of the most famous and traditional bars in Vila Madalena, the centre of São Paulo’s nightlife. Our objective was to make sure that, every month, at least 4 birthday parties were arranged at the bar on Tuesday evenings. This is the day of the week upon which the bar has the least number of clients and, as a result, the lowest income.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We selected clients aged between 38 and 43 whose birthdays were approaching, from the databases of the bars ‘Posto6’, 'Salve Jorge’ and ‘Cervejaria Patriarca’ (all under the same ownership) and sent them a direct mailing with the offer.
Explain why the creative execution was relevant to the product or service.
We took a line used by Tulípio (a famous character from Brazilian cartoons and comics with a reputation as a night owl) and sent out a babies’ bottle with a message inside it. According to him, 'Since life begins at 40, bring me a babies’ bottle of whisky'. The message offered an amount of whisky equivalent to the content of a babies’ bottle, entirely free, if the client books their birthday party, together with friends, at Posto6, on a Tuesday.
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.
We achieved replies from almost 50% of those contacted! Each client celebrating their birthday took along an average of 3.5 friends to celebrate. The action brought in 297 people, generating an ROI of 188.85%.