Category: Best Use of Ambient Media: Large Scale
Advertiser: GROUPE SEB
Agency: PUBLICIS BRASIL
Date of First Appearance: Feb 11 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL: http://heyvote.us/media/windpower
Chief Creative Officer/Executive Creative Director/Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Account Executive: Fernando Silva (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Monica Souza (Publicis Brasil)
Production Company: Conspiração Filmes (Conspiração Filmes)
Production Company: Daniel Leiff (Conspiração Filmes)
Production Company: Gustavo Ferri (Conspiração Filmes)
Media placement: Point Of Purchase - Retail Stores - 11 February 2011
Insights, Strategy & the Idea
During the summertime, temperatures in Brazil reach 42ºC. Consumption of fans increases by 70%. Our objective was to develop point of sale material that highlighted the main benefit of the Arno Turbo Silence fans: their power.
We created a display that showed the product actually working at the entrance of stores. At the street, in front of the display, we turned a real car over on its side. The action showed, in practical terms, the product’s main benefit. Arno Turbo Silence: maximum wind power.
Results and Effectiveness
With a differentiated use of a traditional medium, we were able to emphasise the message and highlight the Arno Turbo Silence fan from its competitors, increasing product search by 20% during the time in which the promotion took place. Arno reinforced its image as an innovative and surprising brand.
The Ambient Advert titled MAXIMUM WIND POWER was done by Publicis, Brazil advertising agency for product: Arno Turbo Silence Fan (brand: Arno) in Brazil. It was released in the Aug 2011.