Category: Best use or integration of user-generated content
Product/Service: FURNITURE STORE
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Officer: Marco Versolato (DDB Brasil)
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Creative Director: Keka Morelle (DDB Brasil)
Branded Entertainment Director: Marcelo Pascoa (DDB Brasil)
Copywriter: Custo (DDB Brasil)
Art Director: Blas (DDB Brasil)
Social Media: Daniel Dranger (DDB Brasil)
Account Director: Claudia Almeida (DDB Brasil)
Account Director: Suzana Poli (DDB Brasil)
Account Supervisor: Marcelo Trivelato (DDB Brasil)
Account Supervisor: Isabelle Lipo (DDB Brasil)
Image Production Company: Vila Filmes Team (DDB Brasil)
Sound Production Company: TDL Soundtrack Team (TDL Soundtrack)
RTV Production: Ana Paula Casagrande (DDB Brasil)
RTV Production: Gilberto Pires (Gibinha) (DDB Brasil)
Media placement: Theatre Play - Tok&Stok Store - 10/4/2012
The Branded Entertainment situation in Brazil is still on the conservative side. TV is still the main media and the audience is dominated by a small number of networks, which produce most of their own content. Integrating brands into existing content platforms is restricted by policies that still aim at separating marketing and entertainment. Due to this scenario, brands must look for alternative media in order to distribute content, such as their proprietary media platforms.
Tok&Stok is the largest furniture retail seller in Latin America. The challenge was to promote their new flagship store in Sao Paulo. The brand insight was that in every piece of furniture, there is a story. So we asked our consumers to share on Facebook stories in which the main character was one of our products. Inspired by their stories, we produced 4 short theater plays that took place inside our store, each set in a different house room: kitchen, bedroom, living room and bathroom. The stories revealed how furniture can play a dramatic role within people’s lives, ie., in the kitchen, a mother struggled to unite her family around the dinner table. The plays were presented in closed performances, as well as during regular hours, surprising consumers who were shopping in our store.
The project was inspired by true stories shared by consumers on our Facebook page. This strategy generated a great sense of identification. The audience recognised the characters and situations as a reflection of their own reality, resulting in passionate reactions. The products were integrated into the content in a very natural, contextualised manner, which allowed for a more engaging, non-interruptive experience.
The audience identified with the stories portrayed in the campaign, generating enthusiastic responses. Since there were live performances, we could monitor the audience reaction, which alternated laughter with more emotional moments. On the days of the performances, the number of visitors rose 45%, whereas sales rose over 30%.
The TV Commercial titled Furniture Nights was done by DDB Brasil advertising agency for product: Tok&stok Store (brand: Tok&stok) in Brazil. It was released in the May 2012.