Sovip: WATCH ME STEAL FROM YOU

Credits & Description:

Advertiser: SOVIP
Agency: OGILVY & MATHER COLOMBIA
Category: Business Products & Services
Advertising campaign: WATCH ME STEAL FROM YOU
Art Directors: Andres Astorquiza (Ogilvy & Mather Colombia)
Account Supervisor: Fabio Quiroga (Ogilvy & Mather Colombia)
Chief Creative Officer: John Raul Forero (Ogilvy & Mather Colombia)
Copywriters: Juan Cardenas (Ogilvy & Mather Colombia)
Executive Creative Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Art Directors: Juan Pachon (Ogilvy & Mather Colombia)
Copywriters: Julian Gutierrez (Ogilvy & Mather Colombia)
Creative Directors: Andres Astorquiza (Ogilvy & Mather Colombia)
Art Directors: Felipe Cubillos (Ogilvy & Mather Colombia)
Executive Creative Directors: Mauricio Guerrero (Ogilvy & Mather Colombia)
Executive Creative Directors: Juan Pablo Alvarez (Ogilvy & Mather Colombia)
Creative Directors: Julian Gutierrez (Ogilvy & Mather Colombia)

Outcome
We increased our sales in 29.5%, from 98 to 127 cameras sold each month. That is, US48.750 more than the previous month with an investment of only US6.200 in the campaign.

Client Brief Or Objective
Convince the managers and security chiefs of mediums and small stores to install our security cameras, considering our two main difficulties: we don’t have much budget and they already have other security systems as security guards and alarms.

Implementation
The answer that we expected of our potential customers is to understand how much they needed our cameras. Our idea: Steal them. An unusual low-budget action in which only needs a “thief” and a hidden camera. The idea was to send the thief to stores to steal a valuable item. Days after, we send a direct mail included: a video of the theft, brochure of our products and of course, the stolen object. Not only did we steal things, but we also stole his attention.

Relevancy
Through our idea we demonstrated to our target that their actual security systems present failures and resulting inefficient to theft as ours, a very powerful reason to contemplate the installation of our cameras.