Direct > Product/Service
FISHING
OGILVYONE, Madrid / TERRA NETWORKS / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
The Brand:Terra is Spain’s most frequently visited portal with the greatest number of pages viewed and the broadest and best offering of networks, channels and services.
The Problem:Terra had not been able to get its salespeople into a reduced number of companies with large advertising budgets. The marketing directors of these advertisers refused to even get on the phone with them, making it impossible for Terra to present an offer.They needed some type of action that would open the door to the marketing and advertising executives of 20 large companies.
CampaignDescription
A spectacular communication action based on a concept that is accepted market-wide: 'fishing for clients'. But with a grandeur and force that had never been seen before.
An impressive teaser: Divided into two mailings, the first consisting of a fishing pole and the second of a chair and fishing book.
An offer they couldn’t refuse: The third mailing consisted of a wading overall and boots and the revelation of Terra’s offer in terms of both the product and the opportunity: a free Internet advertising campaign sponsored by Terra which guaranteed magnificent results.
A brilliant close: Those who accepted the offer received a fourth mailing: a fishing basket with the results of their Terra campaign (impressions, click-through, etc.)
Outcome
Meetings were scheduled with 15 of the 20 clients contacted through the macro action. All of them accepted the offer of an Internet campaign.From then on, Terra has been part of the planned Internet actions for 90% of them.
The Moral: the results of a well-planned action with the investment it requires are well worth the effort.
A word of advice: if you decide on this type of action, don’t hold back. That’s where the danger lies.
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