Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BLÁ BAR
Product/Service: RESPONSIBLE DRINKING
Agency: QG PROPAGANDA
Creative Director: Marcello Droopy (QG Propaganda)
Copywriter: Daniel Bayer (QG Propaganda)
Art Director: Camila Sayuri Miyamura (QG Propaganda)
Copywriter: Américo Vizer (QG Propaganda)
Art Buyer: Alexandre Oliveira (QG Propaganda)
Producer: Carolina Dos Santos (QG Propaganda)
Film Director: Eugênio Gugu Seppi (Sagaz Filmes)
Sound Designer: Serginho Rezende (Comando S)
Sound Designer: Leandro Barduzzi (Comando S)
Media placement: Direct Mail - Mailing Distributed To Opinion Formers And Clients - 15/03/2012
Describe the objective of the promotion.
Since the new and harsher traffic laws did not lower the number of drunk drivers on the streets, we devised a stunt and a direct mail action to raise awareness on the subject.
Describe how the promotion developed from concept to implementation.
We created the Responsible Sip: a mug with funny quotes, to help raise awareness on the subject. They were sent to opinion formers, and also served to drivers as soon as they arrived at the bar.
Explain why the method of promotion was most relevant to the product or service.
The relevance is simple: it worked. For the first time since the new law was implemented, we actually saw drivers switching their drinks to non-alcoholic ones, something very difficult, since drinking and driving are almost a cultural thing in our country.
Describe the success of the promotion with both client and consumer including some quantifiable results.
First of all, people thought the mugs were so funny, that a lot of them are MIA. Most of the drivers impacted by the Responsible Sip, switched their drinks to non-alcoholic ones. And the ones who didn’t, received a card with a taxicab number, so everyone got the message.