Credits & Description:
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: DRAFTFCB CARACAS
Art Director: Nairobi Lopez (Draftfcb Caracas)
Creative Director: Exequiel Rodríguez (Draftfcb Caracas)
Graphic Producer: Ciano González (Draftfcb Caracas)
Director: Maya León (Amnesty International)
Producer: Carolina Sharffernorth (CSharffenorth)
Media placement: Speaker Mug - Radio 107.3 FM - 20 March 2012
Describe the brief/objective of the direct campaign.
Amnesty International Venezuela was looking for a younger image for the young audiences in Venezuela. They're starting TV programmes and using social networks to promote Activism. They wanted to send to some influencers a material so they can use it in their TV spaces and radio stations, giving them as a gift in their radio shows, and social networks. So we decided to send a mug for these audiences, a mug with the form of a speaker, a cool thing for young people, so they can get used to the message of activism to Raise your voice.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Creative Solution was to find a way to design a mug with a speaker form, so if you drink your coffee or tea, you're actually raising your voice as an activist.
Amnesty International to raise funds decided to put the Megaphone Mug for sale through their network of volunteers and through social networks, trying to call to activism. The idea is that the purchase of a mug you become a volunteer for Amnesty International by registering at the website amnistia.me
The results obtained this action were greater than expected, not only because the activists creació record 10 percent with the purchase of the product, but also important figures of television in Venezuela Venezuela Amnesty International called to offer themselves as spokesmen call to activism, showing the megaphone mug in his TV shows. One of the most important talk show hosts in Venezuela Luis Chataign premiered on his TV show the Megaphone Mug, and helped promote it more among his millions of fans on radio and TV.
People of various media in Venezuela and journals such as Product, P&M have created content on the sale of this mug megaphone, which has raised the interest of new records of activists via facebook, twitter and amnistía.me.
The consumer buys the cup, and was immediately invited to raise their viz registering as a new route activist social networks, and by the time, Amnesty International Venezuela has increased.
Explain why the creative execution was relevant to the product or service.
By placing a 'Speaker' at the mouth of many people every time they drink coffee, this is a 100% relevant idea for the activism that Amnesty International Venezuela is looking for in young people.
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.
By the time of this inscription, the Amnesty International Speaker Mug has become a desired object in young audiences that have been exposed to the social networks and the radio speakers that had promoted the speaker they received.
The Print Ad titled Megaphone Mug was done by Draftfcb Venezuela advertising agency for product: Amnesty International (brand: Amnesty International) in Venezuela. It was released in the May 2012.