Akzo Nobel: LIGHT BULBS

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: AKZONOBEL

Product/Service: LIGHT BULBS

Agency: LEO BURNETT BRASIL

Date of First Appearance: Aug 14 2009 12:00AM

Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL

Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)

Art Director: Luiz Ramon (Leo Burnett Brasil)

Copywriter: Fábio Ozório (Leo Burnett Brasil)

Accounting Director: Renato Broggin (Leo Burnett Brasil)

Accounting Executive: Gabriela Yamamoto (Leo Burnett Brasil)

Experience: Renato Frey (Leo Burnett Brasil)

Producer: Zézinho Lima (Leo Burnett Brasil)

Media placement: Gifts - Event - 14 aug 2009



Describe the objective of the promotion.

To launch a premiun line of Coral paints, one which brings a wide variety of colours to put an end to white walls. Developing a new way to experience colours.



Describe how the promotion developed from concept to implementation

Coral distributed miniature packages of its paints. With a slight difference: instead of the paint, coloured light bulbs. For each paint's colour, one light bulb.



Describe the success of the promotion with both client and consumer including some quantifiable results



Consumers have realised that a simple and no mess paint could see their environments from their homes in different colours. The success has been reviewed on several websites and many consumers in contact with Coral to acquire the small lamp colour. The Concept of Decoration begins by colour, gained a strong impact, and Coral is now perceived not only as a mark of ink, but a reference in colour.



Explain why the method of promotion was most relevant to the product or service

Consumers put it in your house and choose the colour that best suits each environment. Then they can just paint with Coral´s corresponding colour.