Category: Best Use of Integrated Media
Advertiser: SOVENA
Product/Service: OLIVE OIL
Agency: NBS
Creative Director: André Lima (NBS)
Creative Director: Pedro Feyer (NBS)
Creative Director: Cassio Faraco (NBS)
Creative Director: Miguel Genovese (NBS)
Copywriter: Cassio Faraco (NBS)
Copywriter: Miguel Genovese (NBS)
Copywriter: Fernando Calvache (NBS)
Copywriter: Marcos Teixeira (NBS)
Copywriter: Sidney Freitas (NBS)
Art Diretor: Guilherme Almeida (NBS)
Art Director: Jonas Kuhner (NBS)
Image Processing: (Boreau)
Media placement: . - . - .
Media placement: . - . - .
Media placement: . - . - .
Insights, Strategy & the Idea
Dorinha, the swallow, has become the face of Andorinha, and all investments of the brand pivots around her.
Dorinha’s profile has amassed over 22,000 fans.
Over only two months, sales of Andorinha olive oil have grown by 75% against the previous year.
Creative Execution
Dorinha, the swallow, came from anonymity to fame the same way as all girlfriends of celebrities: through gossip media. First, rumours about their relationship were spread on the Internet. Before long, they had reached the pages of the main celebrity magazines. When the subject had gathered steam, finally Dorinha, the swallow, appeared at the show to publicly assume that she was dating Louro José. Since then, Dorinha has had her segment on the program to talk about olive oil and gastronomy, she has released a cookery book and her Facebook and twitter pages have become more and more successful.
Results and Effectiveness
The consumption of olive oil is still rather small in Brazil; this product is not part of the daily life of most people. In order to make Andorinha olive oil enter the everyday life of the general public, we made use of a unique media opportunity: the marital status of Louro José, the parrot mascot of the most-watched cookery TV show in Brazil.
And so Andorinha Dorinha (Dorinha, the swallow) was born, a character conceived to be José’s first girlfriend and to become part of that morning show’s cast. Today, she has got her regular segment in the show to talk about olive oil and gastronomy, she has released a cookery book, and the number of visitors to her pages on Facebook and twitter keeps growing continuously.