One Extra Day. One Extra Idea
Issue 25 | December 2012
Agency
ZEA BBDO
Creative Team
Creative VP: Gerardo Pernía Creative Directors: Nelson Jiménez., Luisana Franceschi, Art Directors: Daniela Bello, Carla Imparato, Andrea Pulido, Mary Goncalves, José Montilla. Copywriter: Jose Gabriel Nuñez BTL Creative Director: Maximiliano Fuget. BTL Art Director: Vanesa Martini.
Production Team
Production Director: Gloria Guedez Producer: Sandra Spinette
Other Credits
Account and Planning VP: Ana María Dominguez Planning Director: David Moreno. Account Directors: Rafaél Jimenéz. Valentina Paniz. María Cristina Rincón. Maria Gabriela Marquez. Account Supervisor: Stanley Escobar, Victor Carillo Account Executives: Maria Lorena Velazco. Maryorie Dávila. Media VP: Carolina Alviarez Media Director: Evelin Peña Head of Media: Bernardo Navas. Media: Cristina Zambrano. Manager BTL: Tomas Luzon. Executive BTL: Fabiola Quintero President ZEA BBDO: Ernesto Atencio
Date
February 29th 2012
Background
ZEA BBDO had no particular problems with any of their clients but because 2012 was a leap year with an extra day, February 29th, they thought they would give that day to their clients for some free ideas. Ideas they were not briefed to have but ideas which they believed might benefit their clients’ businesses.
Idea
Every client was mailed a little black box along with a collection of elements they could use to decorate and personalise it – so that they were “thinking outside the box”.
Teaser emails were sent out with videos announcing ‘Coming Soon! One extra day, one extra idea’.
When clients came to the agency before February 29th, their brand teams wore badges with the same message. So that when February 29th did finally arrive, they were waiting to see what happened.
And what happened was every person in the agency went to every client to present simultaneously an idea that had had no brief.
Results
Seven ideas were approved to run. Others are waiting to happen.
More importantly, though, three things were accomplished.
One – staff were given the opportunity to do their best work through being given autonomy, mastery and purpose.
Two – clients were surprised and delighted by the agency’s demonstration of commitment to their business.
Three – journalists and juries picked up on the story, with PR being followed by three Golds and four Bronzes in regional awards shows.
Our Thoughts
I don’t know how many times I’ve said it, but most marketers spend all their time and energy thinking about acquisition whereas retention is every bit as important. It’s heartening to see an agency thinking not about new business but about how it can service its existing clients better.
What I like about this idea (apart from the fact it’s our first case study from Venezuela) is it got the clients actively involved (through the boxes), built up a sense of expectation and then delivered on the day, with a demonstration not just of creative capability but of dedication too. The fact every single person in the agency was involved was an important part of the idea.
This campaign is proof that when you have an idea, direct marketing works. More agencies should try it!