Bonafont Design & Branding THE TWEETING FRIDGE by Wunderman Sao Paulo

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THE TWEETING FRIDGE

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Industry Water
Media Design & Branding
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Guto Chicanelli
Copywriter Daniel Xavier
Account Supervisor Paula Nunes
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: DANONE
Product/Service: BONAFONT
Agency: WUNDERMAN BRAZIL
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Copywriter: Daniel Xavier (Wunderman)
Art Director: Guto Chicanelli (Wunderman)
Planning Director: Ramiro Amaral (Wunderman)
Planning Manager: Lia Dutra (Wunderman)
Engagement Director: Reinaldo Quinto (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Client Services Vice President: Marcus Tavares (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Production Director: Ricardo Ramos (Wunderman)
Production Manager: Rodrigo Lima (Wunderman)
Media Director: Emmanuel Martins (Wunderman)
Group Account Director: Monika Cerqueira (Wunderman)
Account Director: Maureen Gonzales (Wunderman)
Account Supervisor: Paula Nunes (Wunderman)
Media placement: Direct Mail - Mail - 21 June 2011
Media placement: First Tweet - Twitter - 22 June 2011

Describe the brief from the client
Bonafont, the leader in the category, wanted to further increase water sales, while at the same time increasing the market as a whole. The solution was to invest in increasing people’s awareness of the importance of drinking at least 2 litres of water each day, as recommended by the World Health Organisation.

Describe the challenges and key objectives
The strategy was based on engaging opinion makers and social media influencers in an awareness campaign. We knew the risk we were taking was that even after activation, these personalities would remain inactive. One of the main insights we had about this target audience was its incredible affinity for high-tech innovations.

Describe how you arrived at the final design
We decided to engage the target with a 'present' that both pleased them and transmitted the brand’s message: a desktop mini fridge filled with Bonafont. It was both useful for staying hydrated and also ornamental on their desks. However, that wasn’t enough. We decided the gift should be a technological innovation. The mini fridge was enhanced with social media capabilities. The device includes a system to automatically post on the owner’s Twitter profile each time its door is opened. The owner’s audience is told that he is getting hydrated and receives the campaign’s message in a practically effortless way.

Give some indication of how successful the outcome was in the market
Everyone who received the mini fridge installed it and participated in the campaign. The device was a social media hit, with mentions in blogs in over 80 countries. We reached a 3% engagement rate (re-tweets, comments, 'likes'). In this way we reached mass media, gaining space for the brand’s initiative in major communication vehicles around the country.