Alpargatas: TOPPER CREATED A NEW SHIRT MADE FROM HISTORY

Credits & Description:

Category: Best Use of Print

Advertiser: ALPARGATAS

Product/Service: SPORTS MATERIAL

Agency: TALENT

Date of First Appearance: Feb 13 2011

Entrant Company: TALENT, São Paulo, BRAZIL

General Media Director: Paulo Stephan (Talent)

Media Director: Mauricio Almeida (Talent)

Media placement: Newspaper campaign - Zero Hora - 13 February 2011

Media placement: Newspaper campaign - Diário Gaúcho - 13 February 2011

Media placement: Newspaper campaign - Correio do Povo - 13 February 2011

Media placement: Newspaper campaign - Diário Lance - 17 February 2011

Media placement: Internet campaign - Clic RBS - 09 February 2011

Media placement: Internet campaign - Lancenet - 09 February 2011

Media placement: Internet campaign - Orkut - 09 February 2011



Insights, Strategy & the Idea

In 2011 TOPPER became the official sports equipment supplier for the team Grêmio FC and wished that the first shirt of the brand was special.

A vintage shirt, inspired on the most victorious shirt model of the team, arouse from the year of 1983.



Creative Execution

With the partnership of the main local newspaper (Zero Hora), we rescued covers of the newspaper from 1983 illustrating the two main titles won by the team. From this, we recreated in details the cover of the newspaper with threads of Grêmio’s official shirt.

To increase the impact of the campaign, we printed two teasers and created a hot site with the launch countdown.

Through a historical newspaper cover we were able to transmit to the release of the shirt all the passion and pride of the fans.



Results and Effectiveness

More than 250 thousand comments on blogs, sites, and social networks;

Worldwide Trend Topics on Twitter;

20 thousand hits on the promotion’s website in the first day;

One thousand sold shirts in one day;

Thousands of sold shirts in three days;

An increase of 120% over the previous year.