Semina: PAU DE SEBO

Credits & Description:

Category: Event and Field Marketing

Advertiser: SEMINA

Product/Service: LUBRICATING GEL

Agency: GNOVA

Date of First Appearance: Jun 3 2009 12:00AM

Entrant Company: GNOVA, São Paulo, BRAZIL

Creative Director: Carlos Castelo (Gnova)

Creative Director: Amaury Bali Terçarolli (Gnova)

Copywriter: Jan Pfiffer (Gnova)

Account Manager: Louise Beltrão (Gnova)

Account Supervisor: Cristina Voltarelli (Gnova)

Media placement: Outdoor/Field - Paulista Av. - 14 June 2009



Describe the objective of the promotion.

Promote the brand for its main target during the largest Gay Parade in the world in São Paulo, 2009.
The campaign needed to stand out in such an event with only a US $3,000 budget and without breaking the city´s law that has high restrictions about Brands´ names and logos on public spaces.



Describe how the promotion developed from concept to implementation

To promote the lubricant, we came up with the Pau de Sebo (Greased Wooden Pole, literal translation), a typical amusement at Brazilian folklorical celebrations. A wooden pole covered in grease that people try to climb, usually for a prize at the top.

In our case, the wooden pole was covered with the lubricating gel, highlighting it´s main quality. And so it became the first lubricating gel test-drive ever: a 5 meters high pole, in the middle of the Parade, fully covered with the product, challenging people to climb it as fast as possible and without any outside help.



Describe the success of the promotion with both client and consumer including some quantifiable results



With a budget of only US$ 3,000, we created a strong promotion. In an event with 3 million people, it is estimated that the promotion reached over 1 million from the target group.



Explain why the method of promotion was most relevant to the product or service

This way, the promotion showcased the product without being vulgar or offensive. To the contrary, it became a fun, entertaining and consistent way to communicate with the crowd. It became an easy and effective way to promote the product´s benefits and qualities, while still offering a nice way to interact with the brand and the product.