Advertiser: P&G
Agency: AFRICA
Category: Best Use of Social Media
Client Services Team: Cecilia Duarte (Africa)
Creative Director/Copywriter: Eco Moliterno (Africa)
Creative Director/Art Director: Alexandre Prado (Africa)
Planning Team: Ana Cortat (Africa)
Art Director: Ilka Freitas (Africa)
Client Services Team: Juliana Carvalho (Africa)
Planning Team: Marcio Beauclair (Africa)
Media Team: Felipe Santos (Africa)
Media Team: Rafael Yunes (Africa)
Client Services Team: Tariana Cruz (Africa)
Media Team: Thais Altschull (Africa)
CCO/Creative Director: Sergio Gordilho (Africa)
Agency Producers: Anderson Rocha (Africa)
Planning Team: Juliana Biasi (Africa)
Agency Producers: Rodrigo Ferrari (Africa)
Sound Production Company: Studio Tesis Team (Studio Tesis)
Art Director: Alvin Shiguefuzi (Africa)
Copywriter: Ana Cavalcanti (Africa)
Media Team: Luiz Fernando Vieira (Africa)
Client Services Team: Marcio Santoro (Africa)
Production Company: Paranoid Team (Paranoid)
Media Team: Rodrigo Medeiros (Africa)
Agency Producers: Stella Gafo (Africa)
Execution
We've created expectations on the public on Youtube making a countdown to Gisele Bundchen Strip. Then in September 24, 2012 we released the video. A week after, we started an auction of the dress used in the Gisele's Strip on Oral-B's Facebook Fan Page.Published on Sep 24, 2012http://youtu.be/ah9jnLehUY0Facebook Fan Page:https://www.facebook.com/oralbbrasil/app_340373036054569
Effectiveness
- More than 10 million views on Youtube.- The 5th most viewed commercial on Youtube Brazil 2012.- The product sold out only in 3 months.- Buzz in the main sites and news portals in Brazil.http://www.naosalvo.com.br/gisele-bundchen-fazendo-strip/http://mais.uol.com.br/view/tvb2qpz0dx0m/o-strip-da-gisele-bundchen-04024E1A3170C8993326?types=A&http://tvig.ig.com.br/famosos/gisele-bundchen-encena-striptease-em-comercial-8a49800e39fde54a0139ff730be10092.htmlhttp://www.meioemensagem.com.br/home/comunicacao/noticias/2012/09/25/Gisele-B-ndchen-faz-strip-tease-e-troca-de-nome-em-campanhas-.htmlhttp://eaibeleza.com/2012/09/oral-b-apresenta-strip-da-gisele/http://www.adnews.com.br/publicidade/oral-b-vai-leiloar-vestido-de-strip-da-gisele-bundchenhttp://finissimo.com.br/2012/09/24/gisele-faz-strip-hoje-a-noite-transmissao-acontece-via-facebook-saiba-mais/
Strategy
Challenge: Launch the most premium Oral-B's product in Brazil: the teeth’s whitening strips Oral-B 3D Whitestrips. Idea: Create a buzz for this release over the internet, doing something that everyone – men and women - always wanted to see: the Gisele's Strip.