MTV: Green Picks Recycle Machine by Loducca for MTV

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MTV: Green Picks Recycle Machine

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Industry TV Channels/Radio Stations and Programmes
Media Ambient
Market Brazil
Agency Loducca
Creative Director Cassio Moron, André Faria, Jose Augusto Guga Ketzer
Art Director Ricardo Alonso
Copywriter Raphael Franzini, Alex Adati
Account Supervisor Monica Di Pierro
Released May 2012


FIAP 2013
Promo, Activaciones y Marketing Directo Promociones en la via publica y acciones de campo Sol de Bronce

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MTV BRASIL
Product/Service: MTV BRASIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Copywriter: Alex Adati (Loducca)
Copywriter: Raphael Franzini (Loducca)
Art Director: Ricardo Alonso (Loducca)
Account Director: Sabrina Spinelli (Loducca)
Account Supervisor: Monica Di Pierro (Loducca)
Account Assistant: Silvia Durazzo (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Kelly Cotta (Loducca)
Media Manager: Camila Fonseca (Loducca)
Media Manager: Renato Guerra (Loducca)
Planning VP: Ken Fujioka (Loducca)
Planning Supervisor: Mariana Quintanilha (Loducca)
Executive Producer: Sid Fernandes (Loducca)
: (Rui Americano Produções)
Planning Director: Isabella Mulholland
Media placement: Bar/ Nightclub - Pub SP - 24/feb/2012

Describe the objective of the promotion.
Nowadays we have cards for everything: bank, clubs, health plan. And all of them have one thing in common: expiration dates. Problem: What do we do with these expired cards?

Describe how the promotion developed from concept to implementation.
We created an installation that transforms old cards into brand new guitar picks. Just insert the card, pull the lever and that's it: the machine cuts the guitar pick from your card. We installed the machines in bars, night clubs and universities in São Paulo, Brazil, and let people interact with it. They came in with old expired cards and went out with new guitar picks, ready to rock.

Explain why the method of promotion was most relevant to the product or service.
More than simply give utility to old cards, we reinforced MTV Brasil's concept 'the music never stops'. After all, by using recycling, we created thousands of guitar picks to be used.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of people didn't just toss their cards in the bin and used MTV's machines to transform them into guitar picks. Many even used valid cards. Results: more guitar picks, more music and less waste.