Category: Travel, Entertainment & Leisure
Advertiser: VIDEO HOBBY
Product/Service: VIDEO STORE
Agency: PROPEG BRAZIL
President: Fernando Barros (Propeg)
Vice President Of Retail: Carlos Pereira (Propeg)
Director Of Integration: Vitor Barros (Propeg)
Vice President Of Creation: Ana Luisa Almeida (Propeg)
Creative Director: Emerson Braga (Propeg)
Creative Director: Edson Rosa (Propeg)
Operations Manager: Renata Matos (Propeg)
Account Manager: Sheyla Rocha (Propeg)
Media Manager: Maria Jose (Propeg)
Director Of Planning: Melina Romariz (Propeg)
Planning Manager: Mylene Alvez (Propeg)
Production Assistant: Flavia Alves (Propeg)
Production Manager: Jose Oliveira (Propeg)
Web Manager: Fernando Damsceno (Propeg)
Production Assistant: Paulo Pinto (Propeg)
Art Director Of Web: Thiago Borba (Propeg)
Membership Director: John Oliveira (Nove90)
Art Director Of Web: João Souza (Propeg)
Membership Director: Dito Martins (Elos Studios)
Membership Director: Flavio Morgade (Elos Studios)
Media placement: CYBER - INTERNET - 11 JANUARY 2012
Media placement: AMBIENT - STREET - 13 JANUARY 2012
Media placement: POSTERS - UNIVERSITIES, SHOPPINGS, ETC. - 15 JANUARY 2012
Media placement: DIRECT MAIL - RESIDENCES - 15 JANUARY 2012
Media placement: PRESS - MAGAZINE - 12 FEBRARY 2012
Describe the brief/objective of the direct campaign.
Movie piracy attacked video stores all over the world. In Brazil 9,000 stores closed their doors. Video Hobby, a Brazilian video store, asked the agency for an action to attract new customers to its new Mega Store. So we thought: What if we created something that used piracy itself to conquer new customers?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The first step was choosing movies that were blockbusters in Brazil in the year of 2011. Assuming that a pirate movie doesn’t have the same quality as an original movie, we re-filmed short versions of the movies with no respect for quality. In the end a message alerted the customer about the low quality of a pirate movie. To watch the original movie all they had to do was take the pirate DVD to the new Video Hobby Mega Store and register as a new customer.
Explain why the creative execution was relevant to the product or service.
With the re-filmed movies ready we launched a pirate website for free movie downloads called ‘querofilmesgratis.com’ and shared on social networks. People could download movies from their PCs, iPads or mobile phones. On streets near the new Mega Store, promoters were hired to help spread the website distributing DVDs as a website’s courtesy. Posters were spread with the QR Code films. We also sent a ‘pirate-kit’ to homes near the Mega Store.
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.
During the month of the action 1,567 new client entries were made. The number of followers of Video Hobby’s profiles on social networks and website visitors more than doubled. With no investment in mass media the new Mega Store started its activities with more registered clients than any other Video Hobby store.