Devassa: RAPPEL

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GRUPO SCHINCARIOL
Product/Service: BEER
Agency: AGÊNCIA MOOD
Date of First Appearance: Jun 15 2010
Entrant Company: AGÊNCIA MOOD, São Paulo, BRAZIL
Chief Executive Officer: Augusto Marques da Cruz Neto (Agência Mood)
Chief Communications Officer: Aaron Sutton (Agência Mood)
Creative Director: Antonio Rosa (Agência Mood)
Account Director: Andrea Souza (Agência Mood)
Account Manager: Milena Falco (Agência Mood)
Art Director: Rodrigo Marinheiro (Agência Mood)
Art Director: Danilo Tranquili (Agência Mood)
Art Assistant: Hugo Seixas (Agência Mood)
Producer: Sabrina Inui (Agência Mood)
Producer: Fernando Ciavolela (Agência Mood)
Media placement: Guerrilla Marketing - São Paulo, Brazil - 15 June 2010
Describe the objective of the promotion.
The Schincariol Group needed to launch its new Devassa Bem Loura beer brand with the objective of entering the competitive beer segment.
To enter the competitive Brazilian beer market with a smaller budget than the major competitor, which has enormous firepower, the campaign had to go beyond the frontiers of advertising. Generating buzz was practically a necessity.
Describe how the promotion developed from concept to implementation.
On the days when Brazil was playing in the World Cup, hours before the game when everyone was leaving work, beautiful women rappelled down the façades of office buildings in São Paulo.
While they made their descent, they knocked on windows calling the attention of the people, inviting them to sample the beer on the ground floor. There, a group of promoters offered samples of the product and gave away vouchers for one Devassa beer in bars.
The activity also attracted the attention of people on the street and in neighbouring buildings who were curious to know what was happening.
Explain why the method of promotion was most relevant to the product or service.
Devassa Bem Loura was launched in February 2010 with a campaign that generated a great deal of spontaneous media, and made the brand and its spokesperson, Paris Hilton, the most talked about subject of the Carnaval season.
The post-launch period was the World Cup. This presented a major opportunity to associate the brand with relaxing and fun times. It was also an ideal time to get people to try the product.
While everyone was getting ready to leave work to go home or meet friends in bars, Devassa would give the public a unique experience.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Rappel Devassa was an action to stop traffic right in the city of São Paulo. Many people were taking pictures, and everybody was talking about it. Devassa made the news spontaneously and instantly.
Some results:
- 2,233 approached directly.
- 1,930 beer vouchers distributed in participating bars.
- 22,500 people impacted on the streets (estimated).