2009 ECHO Award - AMDIA

BRONZE
LABORPRINT WANTED TO CREATIVELY EDUCATE PROSPECTS
ABOUT DIGITAL PRINTING. Demand was up compared to offset printing,
but customers still didn’t understand digital printing’s exceptional fl exibility.
Using a prospect list developed by its salespeople, the company used
direct mail and follow-up email to introduce prospects
to an online tool that allowed them to customize a calendar
and appointment book with uploaded photos,
important dates, and special occasions. The calendars
and appointment books were then printed and mailed
to prospects, for a yearlong reminder of what digital
printing could do. Viral effects were strong, and customized
print work increased 35% over the previous year.
CAMPAIGN NAME – Make Your Own 2009
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia
AGENCY – e|ou Marketing de Relacionamento
PLANNING DIRECTOR – Eduardo Soutello
CREATIVE DIRECTOR – Eduardo Rodrigues
ACCOUNT DIRECTOR – Fábio Souza
ART DIRECTOR – Felix Martins
COPYWRITER – Vitor Leal
WEB – Diogo Pace
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WEB – Virgínia Porpino
CLIENT – Laborprint
MARKETING DIRECTOR – Pedro Henrique Camiloti
RETAIL / DIRECT SALES
MAKRO WANTED TO INCREASE PURCHASE SIZE
AND REPEAT VISITS TO ITS STORES, despite the
economy. In a gloomy time when most consumers were
feeling fee the pinch at the pump, Makro invented the
fairytale fa story of John McRoe, a Texan who had
found oil in Belgium and wanted to give away
gasoline. A viral CNN-style clip about John
McRoe launched the campaign, and later it was
revealed that John McRoe was actually John Makro.
Postcards, P emails, and in-store promotion increased
interest, int and the company gave away 200,000 liters of
gas, with w
a winner every 15 minutes. Revenues rose 7%
at a time when competitors’ were falling.
CAMPAIGN NAME – Operation Free Petrol
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Proximity BBDO
Proximity BBDO Team
CLIENT – Makro