Music Event: "SKOL SENSATION" Promo / PR Ad by F/nazca Saatchi&saatchi

Category: Best Use of Ambient Media: Large Scale
Advertiser: AMBEV/SKOL
Product/Service: MUSIC EVENT
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Fábio Simões (F/Nazca Saatchi & Saatchi)
Copywriter: André Arteze (F/Nazca Saatchi & Saatchi)
Copywriter: Sandro Rosa (F/Nazca Saatchi & Saatchi)
Copywriter: Marcelo Nogueira (F/Nazca Saatchi & Saatchi)
Art Director: Lucas Camargo (FLASH) (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fabio Baracho (F/Nazca Saatchi & Saatchi)
Media Supervisor: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Media Supervisor: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Media placement: TV - Rede Globo, Rede Record, SBT, Band, RedeTV - 1 May 2009
Media placement: Internet - Flickr, YouTube, Twitter, Orkut, MSN, Terra, IG, UOL, Virgula - 1 May 2009

Results and Effectiveness
Tickets sold out a week before the event. Highest historical level of brand preference by the target audience (in 2009). 5% increase in sales at the participant stores. 40,000 people dressed in white at the event.

Creative Execution
In Brazil people don’t have the habit of wearing white. To convince them that it is possible to be well dressed wearing only white clothes, we made a partnership with five important Brazilian clothing brands and gathered great fashion designers to create a whole collection using only white. The action included the decoration of all the shops of these clothing brands in the main shopping malls of São Paulo and Rio de Janeiro (the two biggest cities in the country), an exclusive space in the shops to sell the clothes from this new collection, ticket sales and also the White Week, when 100% of the shop windows featured only white clothes in the week before the event. We supported the campaign with online media, where the users gave suggestions on white combinations and could get tips form the fashion designers.

Insights, Strategy & the Idea
Skol is recognised in Brazil as a youth brand that uses the platform of music to be close to this public. In 2009 it held in Brazil the Skol Sensation, an event known worldwide for offering a complete experience, with music, spectacles and great performances. Part of this show is the obligation to wear white clothes, a different way of making the public part of the context of the spectacle. Since in Brazil people do not have the habit of wearing white, we created an unusual way of showing this could be a hip style to wear. Our goal was to generate interest for the first Skol Sensation in Brazil and guarantee that all the 40,000 people who lined up for the party were dressed completely in white.