Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: SEMP TOSHIBA
Product/Service: HD TV
Agency: NEWSTYLE
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Thomas Tagliaferro (NewStyle)
Art Director: Renato Borges (NewStyle)
Copywriter: Paulo Vasconcellos (NewStyle)
Account Director: Lienne Francine (NewStyle)
Account: Natacha Cunha (NewStyle)
Digital Planner: Guilherme Machado (NewStyle)
Media Manager: Cristiane Lazotti (NewStyle)
Media Assistant: Bruna Duran (NewStyle)
Media placement: Online - UOL - 13 April 2012
Describe the brief/objective of the direct campaign.
Objective:
Publicise the Semp Toshiba line of High Definition TVs, making it so that the public and people who love technology and state of the art products noticed the product's main feature: its image quality.
Strategy:
Online, people prefer fast information to quality. However, some people are image quality aficionados and do not mind waiting a little longer to watch a High Definition video. This is our public! From there came the idea to appropriate the High Definition videos on a large Brazilian website.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To put it simply, when someone searched for an HD video, the video was shown inside of a Semp Toshiba TV frame with the message: HD is SEMP TOSHIBA.
Without commercials, without pop-ups, without hassle. Just the product doing exactly what it aims to do: show high definition videos. The simplest idea in the world to say that HD is Semp Toshiba in just 1 click.
Explain why the creative execution was relevant to the product or service.
Instantly and in an unusual way, only those who make a point of watching High Definition content were impacted, without interfering with how the original content chosen by the person was shown. This ensured greater efficiency for the campaign, directly and uniquely reaching an interested public.
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.
Considering the brand's modest investment in the campaign, in just 2 days we were able to impact more than 2,500 people at a cost of approximately US$0.40 per impact. The campaign was praised by the online community on social networks, especially because it did not interfere with the content accessed. No commercials, no pop-ups, no hassle. The message also ensured that the brand was remembered and associated the product with its main function.