Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: DREAMIA
Product/Service: MOV
Agency: GREY GROUP PORTUGAL
Chief Executive Officer: Victor Vasques (Grey Lisbon)
Executive Creative Director: Elizabete Vaz Mena (Grey Lisbon)
Art Director: Tânia Fonseca (Grey Lisbon)
Copywriter: Carlos Garcia (Grey Lisbon)
Brand Manager: Miguel Ribeiro (Grey Lisbon)
Head Of Art Work: Marta Mota (Grey Lisbon)
Art Worker: Raquel Caldeira (Grey Lisbon)
Producer: Filipa Marques (Grey Lisbon)
Media placement: Store Catalogue - PECOL - 30 march 2012
Media placement: online catalogue - PECOL - 30 march 2012
Media placement: Outdoor - MOP - 30 march 2012
Media placement: Tv Promo "PECOL" - MOV/Cable Channel - 30 march 2012
Describe the objective of the promotion.
MOV is a Portuguese TV channel specialising in horror, action and sci-fi. Its signature: that it’s 'Not for everyone'. Its problem: lack of viewers. They wanted to let people know about a new show that they believed could bring a big boost to the channel called 'Masters of Horror' and, of course, they wanted to promote the MOV brand at the same time. They asked us to target the male audience, from late teens to older adults and to let them know that there’s a new show that’s not for everyone, just for them! Just like MOV.
Describe how the promotion developed from concept to implementation.
We created a joint promotion for MOV and for Masters of Horror series with the help of the leading Iberian chain of professional home improvement hardware and products - Pecol. Our spokesperson? The one thing they have in common: Tools! Lots of tools!
We printed QR Codes in the store catalogue next to tools that could be seen on MOV’s new show. Those codes directed viewers to a short clip of the show where that tool could be seen in all its gory action. We also inserted links to the clips in the online catalogue and QR Codes on some of Pecol’s outdoor ads.
Explain why the method of promotion was most relevant to the product or service.
By doing a joint promotion between such different brands but using the latest tech (QR Codes are just appearing in Portuguese media) we knew we would nail MOV’s core target consumer with that surprise effect and we were betting that word of mouth would do the rest of the work, expanding the target of the promotion - just like it did.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Not surprisingly the campaign was pulled offline in less than a week. But the damage was done. Pecol’s catalogues totally ran out in only 2 days, becoming a collectible item among horror fans. The online page crashed and has since been returned to its original ungory state. But Pecol’s business in electric saws and hammers went through the roof. And best of all, Masters of Horror became a cult series among MOV viewers, helping MOV to become one of the most viewed channels on Portuguese cable.