Consul: DE LAVADA

Credits & Description:

Advertiser: WHIRLPOOL
Agency: DDB BRASIL
Category: Social Media & Viral Marketing
Advertising campaign: DE LAVADA
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Keka Morella (DDB Brasil)
Chief Creative Officer: Sergio Valente (DDB Brasil)
Copywriter: Luciana Cardoso (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Associate Creative Director: Rodrigo Zannin (DDB Brasil)
Art Director: Ronaldo Tavares (DDB Brasil)

Implementation
To talk about a washing machine that is really easy to use we came up with a bet on Twitter between two famous soccer players, putting the loser in the winner’s laundry room. It is important to stress that the bet was perceived as organic by millions of followers and the press. As soon as the bet became news, the brand was revealed. That generated lots of positive comments on social networks, turning Consul into a closer brand that encourages fair play.A never-before-seen bet that needed a strategy that made people and press know about its existence and its conclusion

Outcome
During the project, there were over 700 thousand views regarding the 2 videos released on YouTube, 131 million potential impacts, more than 10 thousand total mentions about the initiative and 75,625 new fans on Facebook (a 28% growth, with considerable increase on male composition – from 42% to 53%), in addition to plenty of media earned.

Execution
The brand was a soccer sponsor because the sport is mega important, everyone watches it and it’s a very relevant topic in the country. We invited 2 players with strong digital presence, who were from teams with a large fan base, to participate in a bet where the loser would wash the clothes of the winner’s team. Until then, it was an organic bet, without the presence of a brand. As soon as the brand was revealed, a few days later, it was immediately connected to a fair play situation. As well as a brand that was close and friendly. It was creatively relevant because it brought a different topic to the soccer world. (bet, teasing, social networks, fans).

Client Brief Or Objective
Consul is the brand of "great small ideas". Everything is well thought to help people on their everyday tasks. That's why all the brand's communication is focused on stressing how easy it is for anyone to use its products and have their lives made easier with them.