Category: Best Use of Ambient Media: Small Scale
Advertiser: O BOTICÁRIO
Product/Service: GOLDEN PLUS
Agency: ALMAPBBDO
General Media Director: Paulo Camossa Junior (AlmapBBDO)
Media Director: Wanderley Jovenazzo (AlmapBBDO)
Media Supervisor: Thelma Lucia Marques (AlmapBBDO)
Media Supervisor: Isabela Albero (AlmapBBDO)
Media Coordinator: Wellington Costa (AlmapBBDO)
Media placement: Tanned Mannequins - Bikini Store - 01 March 2011
Media placement: Special Stickers On Hanger Racks. - Bikini Store - 01 March 2011
Media placement: Special Mirrors In Changing Rooms - Bikini Store - 01 March 2011
Media placement: Flyers And Product Samples - Bikini Store - 01 March 2011
Insights, Strategy & the Idea
The Brazilian sunscreen category is dominated by international brands with high production and media investment capacities. Three players concentrate 60% of the segment’s sales.
O Boticário is a Brazilian company. Its Golden Plus line was not consolidated and had low awareness.
We needed to make the line better-known, build its positioning, generate experimentation and increase market participation.
We lacked the resources to compete on an equal level with the competition, especially during the summer, a time of heavy media congestion.
Insight: it is a Brazilian trait to do things at the last minute. Brazilian women are no different. Many women only purchase sunscreen after arriving at the beach.
The idea was to control environments seldom used by the competition but extremely appropriate for the product and close to the moment of consumption: bikini and beach fashion stores at the beach.
Creative Execution
It was not enough to fill the gaps left by the competition, we had to surprise women to get their attention and generate repercussion for the brand.
We developed a set of pieces that simulated the product’s main benefit and emphasised the communication’s positioning and concept: the beauty of your tan needs Golden Plus.
The pieces piqued women’s curiosity and encouraged interaction throughout the purchasing process in stores, from interest in the window to the final purchase.
• Tanned mannequins were displayed in store windows.
• Special stickers were placed on hanger racks.
• Special mirrors in changing rooms.
• Flyers and product samples were given out when finalizing their purchases.
The action was conducted at the most fashionable beaches in Brazil, such as Rio de Janeiro, Florianópolis, Salvador, Recife and Fortaleza, the main summer tourist destinations for Brazilians.
Results and Effectiveness
The project was conducted at 46 stores, in the summer. It amplified the campaign’s impact and visibility and generated differentiation for the brand.
It managed to engage and reach over 240,000 women in the target audience, from all around Brazil, contributing to increase awareness of all brand product lines and securing a 15% year-to-year sales growth.