Pinlist by DDB Sao Paulo for Tok&stok

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Pinlist

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Industry Home Furniture
Media Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Paulo Coelho
Creative Director Carlos Schleder, Joao Carlos Mosterio, Adriano Alarcon
Art Director Daniel Evangelista Lobo
Designer Daniel Matsumoto
Production Academia de Filmes
Director Fernanda Weinfeld
Released March 2016

Awards

Cannes Lions 2016
Cyber Branded Tech: Tangible Tech Bronze Lion
Mobile Technology: Connected Devices Bronze Lion

Credits & Description

Title: Pinlist
Agency: Ddb Brasil
Brand: Tok&Stok
Country: Brazil
Advertising Agency: Ddb Brasil, São Paulo
Entrant Company: Ddb Brasil, São Paulo
Media Agency: Ddb Brasil, São Paulo
Pr Agency: Ddb Brasil, São Paulo
Production Company: Academia De Filmes, Sâo Paulo
Diretor/Director: Fernanda Weinfeld
Additional Company: Loud, Sao Paulo
Digital Production Company: Bizsys (Bizsys)
Art Director: Daniel Evangelista Lobo (Ddb Brasil)
Mockup Producer: Mock Up 10 (Mock Up 10)
Account Assistant: Beatriz Rodrigues (Ddb Brasil)
Account Director: Claudia Almeida (Ddb Brasil)
Account Vice President: Marcelo Passos (Ddb Brasil)
Content Coordinator: Pedro Baptista (Ddb Brasil)
Creative Director: Adriano Alarcon (Ddb Brasil)
Designer: Daniel Matsumoto (Ddb Brasil)
Chief Interactive Officer: Igor Puga (Ddb Brasil)
Creative Director: João Mostério (Ddb Brasil)
Project Manager: Rafael Gomes (Ddb Brasil)
Account Assistant: Thais Moura (Ddb Brasil)
Production Director: Clariana Costa (Ddb Brasil)
Mockup Producer: Rui Americano (Rui Americano)
Community Manager: Thiago Martinez Pereira (Martina) (Ddb Brasil)
Project Director: Eduardo Martin (Ddb Brasil)
Graphic Producer: Nereu Marinho (Ddb Brasil)
3d Illustrator: Rafael Nakahayashi (Big Studios)
Illustrator: Big Studios (Big Studios)
Creative Director: Carlos Schleder (Ddb Brasil)
Account Supervisor: Tania Pena (Ddb Brasil)
Chief Creative Officer: Aricio Fortes (Ddb Brasil)
Project Manager: Fernanda Tolusso (Ddb Brasil)
Executive Creative Director: Paulo Coelho (Ddb Brasil)
Illustrator: Rodrigo Alves (Big Studios)
Campaign Description:
We brought the Pinterest "pin it" button to real life and placed it on hundreds of our products. If people saw something they liked, all they had to do was pin it. Just as they do online. The items went straight to their Pinterest boards.Any one of our clients with a Pinterest account instantly became a digital showroom for our products.
Outcome:
We turned our store into a giant Pinterest board. During the first week, we had 1.200 Pinterest boards made by our clients, full of Tok & Stok products. And, by the way, created a new retail tool that can change the way people buy furniture.
Strategy:
Our customers have two habits we don’t want to change. The habit of visiting our stores to know how our products look and feel in real life and the habit of taking their time and interacting with others in the digital environment to finally make the purchase decision. The pin list is a way to integrate the two behaviors in an innovative and easy way. Tok&Stok is a store with accessible prices, the buyer age group is young, with 65% being under thirty. This allows for an affinity index of 265 points with Pinterest.
Synopsis:
Tok & Stok is the largest furniture chain in Brazil.Buying furniture is something that still relies on the physical experience. People actually have to go to the store to touch, look and sit on things. However, the purchase decision process often ends up in the digital environment, after they get other people’s opinions.The brief was to integrate the physical experience of visiting the stores with the social and digital side of the purchase decision process. And we turned the buying furniture experience into a more social, interesting and easy experience.
Execution:
The button is synched with your Pinterest account on mobile through the Pin list app. The buttons are wireless and fed by an internal battery. We used BLE (Bluetooth low energy), a low reach technology, to assure the pin never goes to the wrong mobile phone. It works even when the phone is on standby mode. 250 “Pin It” buttons and a store with monthly sales of US$ 35MM.The real life “pin it” button is a device that can be produced in scale and used at all Tok&Stok stores. The boards generated by our customers were shared and helped to spread the word about our products and offers.