Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: SARA LEE
Product/Service: PILÃO
Agency: NEWSTYLE
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Thomas Tagliaferro (NewStyle)
Art Director: Marina Pucci (NewStyle)
Copywriter: Paulo Vasconcellos (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Planner: Tânia Meller (NewStyle)
Digital Planner: Camila Rocca (NewStyle)
Account Director: Carolina Vanuci (NewStyle)
Account: Erika Lopes (NewStyle)
Production Manager: Sandra Freitas (NewStyle)
Producer: Alessandro Tramontana (NewStyle)
RTVC Producer: Paula Valéria (NewStyle)
Media placement: Activation - Supermarket - 9 November 2011
Media placement: Ambient - Supermarket - 9 November 2011
Describe the objective of the promotion.
To promote the release of Pilão Special Harvest, a limited edition coffee made with selected beans, harvested at the peak of harvest.
Describe how the promotion developed from concept to implementation.
They say that Brazilian people like to queue or stay in line. For them 'whatever is good always has a line of people'. We decided to try adding another passion for Brazil: coffee. Following the concept 'Worth Waiting', we set up closed islands in supermarkets, with the message: 'Space Reserved for PILÃO SPECIAL HARVEST'. To start the queue, we hired extra people. And hoped to see what happened.
Explain why the method of promotion was most relevant to the product or service.
Queues or lines of people are very common for electronic releases, like iPhones and products expected from 'very loved brands', but when launching a coffee, to create a line or queues is something unprecedented. The people waiting in line brought to the product a feeling of something very special, as if it only happens once a year, like the harvest of our coffee.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Lines or queues in 3 supermarkets, calling the attention of 16,500 people on the launch day. But only the people who loved coffee went to the line. In addition to the extras, of course.