Pilao: FLOATING MAN

Credits & Description:

Category: Best Use of Social Media

Advertiser: SARA LEE

Product/Service: COFFEE

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)

Planner: Camila Rocca (NewStyle)

Account Director: Marcia Gonçalves (NewStyle)

Account Assistant: Erika Lopes (NewStyle)

Event Manager: Claudio Olimpio (NewStyle)

Production Manager: Sandra Freitas (NewStyle)

Producer: Marcelo Trevisan (NewStyle)

Media placement: Ambient media / YouTube video / Internet video - metro station / YouTube / Internet: social networks and brand’s websites - 9 February 2011



Summary of the Campaign



Brazilians like their coffee strong. For them, a light coffee may sound like a weak one. So with a limited budget, how can we launch a lighter coffee and convince consumers that its flavour is surprisingly good? We chose to use a non-traditional approach to promote the product. Using a magic trick, we created an unusual action in the São Paulo metro, exploiting the "Lightness & Flavour" effect. Our goal was to cause people to wonder "How did he do that?" while taking the initiative viral online, promoting discussion on social networks, catching the attention of the top websites and internet communication media, and, most importantly, piquing people’s curiosity about the new product. An amateur-looking video was posted right after the action was done. Later we launched an official video and a making of the show; how the trick was done. Within 48 hours, the amateur video was YouTube Brasil’s most watched video, reaching 200,000 views in 72 hours and 270,000 views in a few days. The video received over 360 comments on YouTube, 98 thousand tweets and it generated a lot of discussion on social networks. Final estimate: 3 million people reached in a spontaneous and unusual way.



The Situation



Brazilians like their coffee strong. For them, a light coffee may sound like a weak one.



The Goal

On a limited budget, launch a lighter coffee and convince consumers that its flavour is surprisingly good.



The Strategy

We chose to use a non-traditional approach to promote the product. Using a magic trick, we created an unusual action in the São Paulo metro, exploiting the "Lightness & Flavour" effect.

Our goal was to cause people to wonder "How did he do that?" while taking the initiative viral online, promoting discussion on social networks, catching the attention of the top websites and internet communication media, and, most importantly, piquing people’s curiosity about the new product.



Execution

An amateur-looking video was posted right after the action was done. Two days later we launched an official video on the brand’s social networks and one day after that we posted a making of to show how the trick was done.



Documented Results

Within 48 hours, the amateur video was already YouTube Brasil’s most watched video, reaching 200,000 views in 72 hours. In just a few days it surpassed many well-known (and expensive) viral videos, reaching a surprising 270,000 views (considering its modest budget). And still counting... Furthermore, we had 50 stories published on the web and even caught the attention of big media players such as the Estado de São Paulo newspaper. Traffic to our websites increased by 71.35%, spontaneous videos were put up by viewers. The video received over 360 comments on YouTube and 98 thousand tweets and there was a lot of discussion on social networks including some crazy theories! Final estimate: 3 million people reached in a spontaneous and unusual way. Growth in sales measured for the period: 83%.* And all of this for around $0.02 per person.

* Source: BI – Revenue Volume – Nov 11 – Feb 11