Posto 6 Bar: FEIJOADA AND THE BEANSTALK

Credits & Description:

Advertiser: BAR POSTO 6
Agency: E|OU MKT DE RELACIONAMENTO
Category: Best Low Budget Campaign
Advertising campaign: FEIJOADA AND THE BEANSTALK
Marketing Director: Fernando Costa Netto (Bar Posto 6)
Graphic Producer: Beatriz Manhas (e|ou)
Vice President/Planning Director: Eduardo Soutello (e|ou)
Vice President/Account Director: Fábio Souza (e|ou)
Copyright: Gabriela Kimura (e|ou)
Copy Review: Ludmila Amaral (e|ou)
Art Director: Félix Martins (e|ou)
Graphic Producer: Mayra Marques (e|ou)
Production Director: Roberta Gregório (e|ou)
Vice President/Creative Director: Eduardo Rodrigues (e|ou)
Graphic Producer: Gabriel Albanese (e|ou)

Implementation
A small box with a bean attached. This was what we bet on to awaken enough curiosity to ensure that the rate of opening would be as close as possible to 100%. Upon opening the box, the client saw a little plant pot with some cotton wool, a ruler with increasing discounts marked on it and the instruction: “put the bean on the cotton wool. Take good care of it. The more it grows, the bigger your savings will be. When you think that the discount has reached a level that you’re happy with, take a photo of your plant then come along and enjoy the offer.”

Outcome
With an investment of just US$ 9,000, we reached 6,000 people. Of these, 1,798 (30%) took part and went to the restaurant to eat feijoada, generating an income of US$45,000 and a profit margin of US$25,000 (ROI = 250%).

Execution
This action captured people’s curiosity because of its playfulness. They didn’t only plant the bean, but also watched it grow over time. This was essential in making sure people remembered our offer and bringing them into our bar (and not one of our competitors').

Client Brief Or Objective
Feijoada is one of Brazil’s most famous and typical dishes. Made from a delicious mix of black beans, pork and spices, it is traditionally eaten for lunch at bars and restaurants throughout the country every Saturday.Our challenge was to increase the number of feijoadas consumed at the ‘Bar Posto 6’ - one of the most famous and traditional bars in Vila Madalena, São Paulo’s liveliest restaurant district.