Hebara: THE ONE REAL PIGGY BANK by Artplan Rio de Janeiro for Hebara

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Hebara: THE ONE REAL PIGGY BANK

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Industry Culture, Leisure & Sport, Lottery & Gambling
Media Ambient
Market Brazil
Agency Artplan Rio de Janeiro
Creative Director Roberto Vilhena
Art Director Lincoln Lopes, Ronaldo Fonseca
Copywriter Henrique Martins
Producer Edson Aguado, Ana Paula Aguiar, Davi Vidal
Account Supervisor Tereza Cristina Miranda
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Small Scale Special Solutions Bronze

Credits & Description

Type of Entry: Ambient
Category: Small Scale Special Solutions
Title: THE ONE REAL PIGGY BANK
Advertiser/Client: HEBARA
Product/Service: LOTTERY
Entrant Company: ARTPLAN Rio de Janeiro, BRAZIL
Advertising Agency: ARTPLAN Rio de Janeiro, BRAZIL
Creative Director: Roberto Vilhena
Art Director: Ronaldo Fonseca/Lincoln Lopes
Copywriter: Henrique Martins
Account Manager: Cláudia Castro
Account Supervisor: Cristina Miranda
Producer: Davi Vidal/Edson Aguado/Ana Paula Aguiar

Description of Ambient execution:
Raspadinha do Rio is a traditional scratch lottery in Brazil. Our objective was to promote its one Real tickets at the newsstands, which became their only sale channel in 2010, since sales in lottery agencies were interrupted. The idea came from the fact that, through Raspadinha do Rio, you only need to save one Real to make dreams come true, such as a house or a car. So, people wouldn’t need the common piggy bank, traditionally big. That’s why we created the “One Real Piggy Bank”. It was distributed throughout newsstands as a gift for customers. In addition to the impact caused by the piece, the target audience was reached at the point of sale, generating in many cases immediate sales of the product. The originality of the action helped the brand to shine through a segment lacking innovation and where the points of sale very visually polluted in Brazil, taking Raspadinha do Rio’s brand into thousands of homes. The gift was so successful that its first lot ran out in a fresh and a new batch of more than 15.000 units was necessary. Besides, we could demonstrate in a clear and objective way, that with Raspadinha do Rio, people only need one Real to change their lives.