Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: WARNER
Product/Service: GREEN LATERN FILM
Agency: VOLCANO HOTMIND
Director: Volcano (Volcano Hotmind)
Creative Director: Ícaro De Abreu (Volcano Hotmind)
Producer: Marcelo Siqueira
Producer: David Schurman
Media placement: Digital - YouTube - 17/08/2011
Describe the objective of the promotion.
Promote the launch of the new Green Lantern movie through an unusual action at São Paulo and Rio de Janeiro nights, involving the insertion of green LEDs on the tires of bicycles
Describe how the promotion developed from concept to implementation.
With an unprecedented media in our hands, rather, in the wheels, drew up a guerrilla war with more than 50 bikes, that while moving, producing multiple images on wheels with green LEDs - logo of the film, a symbol of the ring and release date. That was our intention to associate the name of the movie the action itself.
Explain why the method of promotion was most relevant to the product or service.
Besides being a first media for advertising, because some of the wheels actually produce the name and date of release, the action also presented an a safetely alternative for cyclists in the streets at night, because most accidents involving cyclists happens between 18h and 21h and the lights helps a lot, because the driver can see it.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 320.000 views in one month without seeding and PR. Mentions at brainstorm9.com.br (most retweeted in the week), creativemonkeyz.com (Honor BTL), marmai.fi, comunicadores.info.