OI PICTURES - PORTRAITS OF A NATURE SIMPLE AS THAT. by CRAMA DESIGN ESTRATEGICO for Oi Telecom

Adsarchive » Design & Branding » Oi Telecom » OI PICTURES - PORTRAITS OF A NATURE SIMPLE AS THAT.

OI PICTURES - PORTRAITS OF A NATURE SIMPLE AS THAT.

Pin to Collection
Add a note
Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency CRAMA DESIGN ESTRATEGICO
Creative Director Ricardo Leite
Released February 2009

Credits & Description

Category: Self Promotion
Advertiser: OI TELECOM COMPANY
Product/Service: TELECOMMUNICATIONS
Agency: CRAMA DESIGN ESTRATEGICO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Creative Director: Ricardo Leite
Account Manager: Fernando Pegorer
Creative Manager: Ana Cotta
Strategic Creative Coordinator: Simone Lagares
Graphic Manager: Eduardo Rocha
Graphic Designer: Kenzo Mayama
Graphic Designer: Júlia Rocha
Media placement: Pictures - Brazil - 01 March 2009

Describe the challenges and key objectives
But what could be developed to warm the atmosphere, entertain the client while he waits and turn the room into a more pleasant place? All of that while communicating the brand, conveying its character and values? The waiting lounge should be an experience aside from the rest of the store; it should be a brand experience not attached to sales. The idea was to have the client leaving the store talking about Oi, regardless of product or technology acquired. He should carry the Oi nature with him. It should be a lighter approach, although more persistent.

Describe the brief from the client
A new kind of franchise was established for Oi, the largest telephone company in Brazil, with sales reaching R$ 44 billions and market share of almost 40%. The new store model features a waiting lounge, where clients could relax comfortably, while waiting to be served. This room needed less sales appeal than the rest of the store, to make the atmosphere friendlier. To achieve that, the traditional special offers posters which usually are attached to the walls (and the point of sales promotional furniture) were replaced by a new style of brand communication, without immediate sales appeal.

Describe how you arrived at the final design
The agency responsible for the new store configuration invited designers to develop free images translating the brand’s core. Those images were framed and attached to the walls at this waiting lounge, emulating a small art gallery. A short catalogue was print, allowing costumers to read about all images developed, besides seeing some of them on display, on the walls. The pictures convey a modern, contemporary, relaxed, daring and fun way of seeing and living life. All of this was guided by Oi’s motto: “simple like that”.

Give some indication of how successful the outcome was in the market
The pictures were such a hit at stores, that Oi started hanging them in its corporate buildings, all over the country. The company takes pride in those pictures, since they are seen as a daring and confident way of talking about Oi, translating its nature and values.