Category: Best Use of Integrated Media
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 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 / Sandro Rosa / Marcelo Nogueira (F/Nazca Saatchi & Saatchi)
Art Director: Lucas Camargo (FLASH) / Bruno Oppido (F/Nazca Saatchi & Saatchi)
Illustrator: Mauro Ferreira / Lucas Camargo (FLASH) (F/Nazca Saatchi & Saatchi)
Designer: Estevão Puggina / Francisco Senegal (F/Nazca Saatchi & Saatchi)
Programmer: Paulo Pacheco / André Veríssimo (F/Nazca Saatchi & Saatchi)
Photographer: Andre Faccioli (F/Nazca Saatchi & Saatchi)
Agency Producer: Regiani Pettinelli (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Supervisor: Juliana Carvalho (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fábio 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 November 2009
Media placement: Internet - Clima Tempo - 1 November 2009
Media placement: Internet - YouTube - 1 November 2009
Media placement: Internet - Orkut - 1 November 2009
Results and Effectiveness
3 weeks in the top five downloaded iPhone applications.
More than 50,000 downloads of the app in the Apple Store.
More than 1,500,000 accesses to the website in the period.
Highest historical level of brand preference by the target audience (in 2009).
In a tropical country, the consumption of beer is very influenced by the changes in the weather; the hotter it gets the more welcome is an ice cold beer. In this scenery the weather forecast becomes an efficient tool for interaction with the target audience since it is capable of influencing their leisure planning. We strategically integrated the media actions dividing them in four moments:
1) Mobile application available on the brand’s website and on Skol’s profile in social medias.
2) With the high level of exposure achieved and following the requests of the consumers, the Weather Girl was featured in a sensual pictorial on VIP (2nd biggest men’s magazine in the Brazil).
3) As the action began to win over the public; we took the Weather Girl to the POS materials (more than ___ thousand bars in Brazil) and started an OOH campaign.
4) In the beginning of the summer, we were ready to take the Weather Girl to the mass media, turning the content into a free-to-air TV film.
Insights, Strategy & the Idea
In the summer we have a significant rise in advertising investment of the beer category in Brazil. We had the challenge of generating differentiation and leverage the sales of Skol, the biggest beer brand in the country. Skol is a lovemark with a young profile and its communication is based on humour, entertainment and innovation. The insight was to revolutionise the boring and traditional way of presenting the weather forecast, since this is a much utilised tool by the youth in Brazil, where the climate is tropical and very unstable.
The Promo / PR Ad titled WEATHER GIRL was done by F/nazca Saatchi&saatchi advertising agency for product: Skol Beer (brand: Skol) in Brazil. It was released in the Oct 2009.