Нестандартная реклама "We deliver your download", рекламодатель: Cine 24 Horas, агентство: Age Isobar

Название: We deliver your download
Агентство: Age Isobar
Рекламодатель: Cine 24 Horas
Страна: Бразилия
Сектор бизнеса: Торговые сети, комплексы и магазины
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: Even though it`s illegal, people have been downloading more movies than ever over the Internet. It`s practical, fast and there`s no need to leave your home. As a result, video rentals decreased 60%. Especially on smaller video stores. So, how a video neighbourhood rental store that wants to bring back customers, can promote its delivery service with only a small budget?

Creative Execution: We created a free movie download blog and emailed the link to our costumers that had not being renting movies in a long time. We sent a personalized email to each customer to avoid being confused with a spam. When the client accessed the blog and started the download we discovered the location in the neighbourhood and monitored the download crossing google analytics data with the registration of the client and once the download gets finished, instead of the movie, the user saw a short video.

Describe the creative solution to the brief/objective. Instead of sending a traditional direct mail, we`ve created "We Deliver Your Download": when people accessed the website and started to download a movie, we delivered the same movie before the download finished.

Describe the results in as much detail as possible. 61 customers started to rent again. Too little? For a neighbourhood rental store in crisis which rented at most 2500 movies per month, it means a 16% increase on rentals. What movie do you want to watch? We deliver your download. 

Награды:

• Cannes Lions, 2011 (3 место) Direct Lions (Direct Response Digital: Email Marketing)

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