Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: FNAC
Product/Service: FNAC CHRISTMAS
Agency: OFF
Creative Director: Andrei Ivanoff (OFF)
Digital Art Director: Bruno Silva (OFF)
Account Manager: Caline Fonteneau (OFF)
Client Services: Thiago Romão (OFF)
Merketing Director: Paula Reis
Media placement: Interactive TV - Point Of Sale - 12-18-2011
Describe the objective of the promotion.
In an effort to bring more consumers inside the Fnac stores during the holiday season, Fnac, a technology leader, opted for a more interactive greeting, with the same simple message: Merry Christmas.
Describe how the promotion developed from concept to implementation.
We used a Santa Claus equipped with a camera as our protagonist, taking pictures of people who would stop in front of a TV. Santa was inside a video synchronised with the real world. Those TVs were regular TVs displayed in 20 locations in Brazil.
We used a technology called Arduino in order to make it possible, people liked it. Funny was seen a 8 year old boy saying: Wow, I dig it!
Santa would take the picture, than revel it from his sack, in front of the tele-spectator.
Explain why the method of promotion was most relevant to the product or service.
The execution was simple, straight to the point, you would stop in front of it, and Santa (inside of the video playing on the TV) would snap a picture of you then show you.
The big question we heard during the promotion was,"Is that what a 3D TV does?"
A trained person would give all the details about the actual equipment. Santa definitely made those TVs shine and had to deliver many of those to houses across the country.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In only a few days, more than 500,000 snapshots were taken.
It was such a hit that we extended it to Facebook where it went viral and reached 5m people online.
* We increased sales as expected
* Reinforced Fnac’s online presence
* Reached millions of people
* AND won Fnac as our very first client.