Sharpie: LEAVE YOUR MARK

Credits & Description:

Advertiser: NEWELL RUBBERMAID
Agency: GIOVANNI+DRAFTFCB
Category: Best Use of Screens
Advertising campaign: LEAVE YOUR MARK
General VP: Adilson Xavier (Giovanni/Draftfcb)
Creative Director: Benjamin Yung Jr (Giovanni/Draftfcb)
Media Coordinator: Bruna Simões (Giovanni/Draftfcb)
Art Director: Camila Rodrigues (Giovanni/Draftfcb)
Creative Director: Cassio Zanatta (Giovanni/Draftfcb)
Planning Supervisor: Cinthia Kin (Giovanni/Draftfcb)
Media Director: Edson Melo (Giovanni/Draftfcb)
Account VP: Mauro Silveira (Giovanni/Draftfcb)
Producer: Karina Bueno (Giovanni/Draftfcb)
Media Supervisor: Rachid Antun (Giovanni/Draftfcb)
Media Supervisor: Rafael Farah Reis (Giovanni/Draftfcb)
Creative VP: Ricardo John (Giovanni/Draftfcb)
Media General Director: Tiago Santos (Giovanni/Draftfcb)
COO: Pedro Cruz (Giovanni/Draftfcb)
Producer: Victor Alloza (Giovanni/Draftfcb)
Media Vice President: Alexandre Ugadin (Giovanni/Draftfcb)
Producer: Ana Flávia De Lucca (Giovanni/Draftfcb)
Copywriter: Luiza Valdetaro (Giovanni/Draftfcb)
Planning Supervisor: Pedro Schneider (Giovanni/Draftfcb)
Producer: Vivi Guedes (Giovanni/Draftfcb)

Strategy
Sharpie is a manufacturer of pens and permanent markers, recognized worldwide as the brand which promotes consumer self-expression.Celebrities use Sharpie markers to sign everything their fans want to. In the world the brand has more than 4 million fans… But up until one year ago, was totally unknown in Brazil. Our main challenge was: How to launch a new entrant within the really competitive Brazilian market, with a low media budget, and furthermore bringing the brand essence: synonym of self-expression to the young. Our big idea, was based on creating a video clip with the most famous and admired rapper in Brazil: Marcelo D2 (he’s basically the Brazilian Jay-Z). His fans are mostly young people who relate to his authentic way of expressing himself. With his power we brought more relevance to our target, communicated Sharpie’s core, and reached many more people without high levels of investment.

Effectiveness
Sharpie’s launch in Brazil reached 38,000 fans on Facebook, 538 000 views on Youtube (over 200,000 just in the first month) and over 9 million impressions on MTV portal.The 'Auction Art with Sharpie' was also a successful outcome; more than 29,000 bids were recorded, more than 3,200 subscribers and over 38,000 pageviews. In addition to the numerical results, Sharpie got a huge engagement in social networks with the young. Products sold out in many outlets, entertained and engaged multiple consumers, and could spread the idea of customization and self-expression of a permanent marker... More than 50M Brazilians impacted.

Execution
We didn’t want just a jingle or a TV commercial; we wanted a song and a video clip. We left Marcelo D2 free to create, so we achieved what we wanted, and it was a big success. Through MTV Brazil, we aired the video clip, and it went viral on the internet and young tv channels. As a commercial it was communicated on the biggest Brazilian networks.Beyond that, the song ran on the radio, as a song and spot. Also, we had the promotion 'Leave your Mark on MTV' – our target could paint MTV logos, and it was aired on MTV channel On Mix TV (second biggest young channel in Brazil), Sharpie pens wrote video clip subtitles. The best we got with it, was the profitable media compared to our competitors, we earned more than US$ 1.2 million in free media.