Arno: MAXIMUM WIND POWER

Credits & Description:

Category: Best Use of Ambient Media: Large Scale
Advertiser: GROUPE SEB
Product/Service: FAN
Agency: PUBLICIS BRASIL
Date of First Appearance: Feb 11 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL: http://heyvote.us/media/windpower
Chief Creative Officer/Executive Creative Director/Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Account Executive: Fernando Silva (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Monica Souza (Publicis Brasil)
Production Company: Conspiração Filmes (Conspiração Filmes)
Production Company: Daniel Leiff (Conspiração Filmes)
Production Company: Gustavo Ferri (Conspiração Filmes)
Media placement: Point Of Purchase - Retail Stores - 11 February 2011

Insights, Strategy & the Idea
During the summertime, temperatures in Brazil reach 42ºC. Consumption of fans increases by 70%. Our objective was to develop point of sale material that highlighted the main benefit of the Arno Turbo Silence fans: their power.

Creative Execution
We created a display that showed the product actually working at the entrance of stores. At the street, in front of the display, we turned a real car over on its side. The action showed, in practical terms, the product’s main benefit. Arno Turbo Silence: maximum wind power.

Results and Effectiveness
With a differentiated use of a traditional medium, we were able to emphasise the message and highlight the Arno Turbo Silence fan from its competitors, increasing product search by 20% during the time in which the promotion took place. Arno reinforced its image as an innovative and surprising brand.