Havaianas: A PARTY ON MTV

Credits & Description:

Category: Best Use of Television

Advertiser: ALPARGATAS

Product/Service: HAVAIANAS FOOTWEAR

Agency: ALMAPBBDO

Date of First Appearance: Mar 15 2009 12:00AM

Entrant Company: ALMAPBBDO, São Paulo, BRAZIL

General Media Director: Paulo Camossa Júnior (Almap BBDO)

Media Director: Carla Durighetto (Almap BBDO)

Media Supervisor: Camila Bertoli (Almap BBDO)

Media Coordinator: Carolina Cabral (Almap BBDO)

Media placement: Tlevision - MTV - 10 Mar 2009



Results and Effectiveness

The good-humoured and contextualised interventions were extremely efficient in sparking the curiosity of the youngsters that actively participated in the action through the web. The average click rate of the MTV channels that participated in the action was of 3.49% (well above the market average, which varies between 0.2% and 0.4%).
The goals among this public where achieved, the action received hundreds of comments in the campaign blogs and hotsites, and the brand came closer to this audience in a non-invasive manner.



Creative Execution

The campaign concept “Havaianas is well-being and relax” was transmitted through a story where the VJs, exhausted with the busy day-to-day, freak out during their shows and decide to go on strike, organising a party where wearing Havaianas was mandatory.
Besides the interruptions in the programming, we had support for the actions through the VJs’ blogs.
The medium mix, TV + Internet, was crucial for the success of the product communication strategy.
The combination of the idea and the irreverent commercial format with an excellent negotiation resulted in a project that was simultaneously good for Alpargatas and for MTV (which wouldn't have this budget in normal situations), as well as for Havaianas that gained an extra commercial edge.



Insights, Strategy & the Idea

Havaianas is a brand with a young, innovating and irreverent spirit. Nonetheless, it hadn't had a communication 100% directed to the young public for some time.
This is an extremely important target for the brand, since they dictate trends, increase the potential visibility of the well-executed actions and are one of the great consumers of the products.
Based on this premise and the need for the brand to talk directly with this generation - which value contemporary/surprising concepts and products - we created the “Havaianas -There's a party on MTV” case.
Besides rejuvenating Havaianas, the project inserted the brand in MTV's editorial in a fun and surprising way.
We tell a story by creating a series of interruptions in the programming, such as mini-chapters that would pop up as a surprise and involved the entire VJ cast.