Spoleto Case study Beautiful women don't pay [video] by Artplan Rio de Janeiro

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Beautiful women don't pay [video]

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Industry Restaurants, Pubs & Bars
Media Case study
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Gustavo Tirre, Alessandra Sadock
Art Director Joao Paulo Santos, Eduardo Ferraz Caroline Gomes
Copywriter Bruno Pimentel
Production Capim Filmes
Released January 2013

Credits & Description

Advertiser: SPOLETO
Agency: ARTPLAN
Category: Interactive
Advertising campaign: BEAUTIFUL WOMEN DON’T PAY
Creative Director: Alessandra Sadock (Artplan)
Art Director: Eduardo Ferraz Caroline Gomes (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Agency Producers: Felipe Cunha (Artplan)
Account Director: Guilherme Juliani E Viviane Sade (Artplan)
Agency Producers: Marcela Monteiro (Artplan)
Agency Producers: Mariana Veronez (Artplan)
Media: Patricia Azevedo (Artplan)
Agency Producers: Ricardo Gaida (Artplan)
Executive Creative Director: Roberto Vilhena (Artplan)
Producers: Ana Paula Aguiar (Artplan)
Copywriter: Bruno Pimentel (Artplan)
Producers: David Vidal (Artplan)
Media: Lilian June (Artplan)
Agency Producers: Ana Ourique (Artplan)
Account Manager: Bianca Barata (Artplan)
Production Company: Capim (Capim)
Art Director: João Santos (Artplan)
Media: Tiago Pinheiro (Artplan)
Implementation
In Brazil, there’s a very popular saying that says: “Beautiful women don't pay, but also don't get it." Spoleto surprised everyone by breaking this rule. We asked every women that went to the new Ipanema store, in Rio de Janeiro: “Are you beautiful?”. Every single one that said “Yes, I am beautiful” didn’t have to pay for the meal.
Outcome
The women were actually surprised and delighted by the action. We helped women to develop the habit of complimenting themselves and to create their own good moments. Around 500 women had an intense brand experience at the store on that day and around 60 thousand on Youtube in the next 30 days. Their praise on blogs and social networks helped amplifying the scope of the action and, moreover, the movement made the store get a plus of 35% on its sales that day.
Relevancy
Despite the small investment, we touched the feeling of our target audience and were able to transmit the message that is highly associated to the brand concept for those who witnessed or watched the action on the internet. In addition, we increased revenues above expectations generated by the increase on the flow of the store.
Client Brief Or Objective
Spoleto is a fast food chain restaurant that works on the concept “Create good moments here”. Our challenge was to take advantage of the Women’s International Day to make good moments related to the brand and increase the movement in a new Spoleto store.