Fertilizer Forth Jardim: CHILDREN BALANCE

Credits & Description:

Category: Ambient Promotion: Large Scale

Advertiser: FORTH FERTILIZERS

Product/Service: FERTILIZERS

Agency: MOTOR PROPAGANDA

Date of First Appearance: Nov 20 2009 12:00AM

Entrant Company: MOTOR PROPAGANDA, Sao Paulo, BRAZIL

Creative Director: Rodrigo Cabello (Motor Propaganda)

Creative Director: Sandro Nascimento (Motor Propaganda)

Art Director: Rodrigo Cabello (Motor Propaganda)

Copywriter: Sandro Nascimento (Motor Propaganda)

Photographer: Rogério Alonso (Rogério Alonso)

Media placement: Ambient Media - Trees On Streets - 20 November 2009



Describe the objective of the promotion.

The customer Forth Fertilizantes asked for an action to be realised near to points where its products were sold, with the objective of impacting new customers and the ones that already exist. The customer also wanted something different that worked as a demonstration of the product action, using real trees as the media.



Describe how the promotion developed from concept to implementation

Actions as posters paste, panels and other seemed to be non-ecological actions and represented a strange body in the trees. So, children balances were put in real trees in the streets with the brand name on it higher than the normal height, around stores and sales points that sell fertilizers and agricultural products.We encourage people who were going to buy this kind of product to buy the product they were seeing the children balance in the trees. It caused a different reaction in why the balance was so high, the question was answered when people read the product name under the balances.



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

The consumers were impacted in an unusual way by a brand of fertilizers. The competitors are very stern in their communications, so, our campaign, establishing a contact near to the target and with a good humor acting as a demonstration of the product, impacted the sales made by the resale (that had the action near by) increase in 40%, since the action was done and customers who bought once, came back to buy again the brand.



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

The children balances were installed near to the stores that sell the product, impacting the consumers in their way to the stores. The action did not attack the trees and had a good humor. It was easy to see the balance high in the trees, it called the public attention. Curious, people approached and read under the balance, the name of Forth Fertilizers.