ADVERTISING IDEAS SALE

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PUBLICIS
Product/Service: ADVERTISING AGENCY
Agency: PUBLICIS
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: PUBLICIS, Warsaw, POLAND
Entry URL: http://www.allegro.pl
Creative Director: Bartek Rams (Publicis)
Copywriter: Monika Kaminska (Publicis)
Art Director: Karolina Czarnota (Publicis)
: Creative Department (Publicis)
Producer: Cezary Szostek (Publicis)
: Mariusz Leszczynski (Publicis)
: Magdalena Swat (Publicis)
Media placement: 20 Online Auctions - Allegro Webside (Allegro.pl) - 21 September 2009
Media placement: 400 Emails - Hotsend Email Marketing - 21 September 2009

Describe the brief/objective of the direct campaign.
BRIEF: Within almost non existing budget we had to inform the advertising industry that Publicis is moving office. The target audience: existing customers

Explain why the creative execution was relevant to the product or service.
We found announcing the address change in an original and entertaining way very appropriate for an advertising agency. The ordinary massage turned into a creative idea, that evoked lots of buzz and talking in the advertising business. Not less importantly, we proved that big ideas don't necessary require big budgets, which is particularly appreaciated in the middle global recession.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
CREATIVE SOLUTION: We’ve organized an online sale of old advertising ideas and accessories Carefully selected advertising memorabilia and ideas along with commentary were put up for auctions on Allegro, which is a local equivalent of eBay. We used a data base of email addresses in the advertising community and sent messages 'A mate of yours recommends you check out the following auction. http://www.allegro.pl/items746703004_unikatowe_statuetki_ktr_i_kreatura.html'

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.
RESULT 400 emails sent generated around 16 000 click throughs over one week only. Not only we’ve managed to inform the whole advertising business about the address change, but also we’ve earned 423 Euro on it! TARGET RESPONSE: A week of great fun for the whole advertising business MEDIA RESPONSE The campaign was noticed and widely commented in media. The authorities of KTR Festival, which is a local Cannes equivalent, proved to have balls and placed the Statuettes Auction on its website