Skol Design & Branding Barbecue, 1 by F/Nazca Saatchi & Saatchi Sao Paulo

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Barbecue, 1

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Industry Beers and Ciders
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Pedro Prado, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Fabio Fernandes Rodrigo Visconti, Marcio Leitão | Pedro Pinhal
Released June 2012

Awards

One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Silver

Credits & Description

Advertiser: SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Pinhal (F/Nazca Saatchi & Saatchi)
Copywriter: Rodrigo Visconti (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Carmen Rodriguez/Larissa Avila (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Guilherme Pasculli/Rafael Paes (F/Nazca Saatchi & Saatchi)
Content Editor: Gustavo Mayrink (F/Nazca Saatchi & Saatchi)
Project Manager: Aline Verissimo/Vivian Mo (F/Nazca Saatchi & Saatchi)
Media Team: Tiago Santos/Cristina Omura (F/Nazca Saatchi & Saatchi)
Integrated Production: Juliana Hasegawa/Marcus Macarroni (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias/Eduardo Santana/Leandro Lopes/Robson De Vitto (F/Nazca Saatchi & Saatchi)
Technology Director: Paulo Pacheco (F/Nazca Saatchi & Saatchi)
Programer: Jefferson Russo/Ariadne Pacheco (F/Nazca Saatchi & Saatchi)
Agency Producer: Caroline Bonani/Regiani Petinelli (F/Nazca Saatchi & Saatchi)
Editor/Direction: Marcio Leitão (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Jorge Mastroizzi/Pedro Earp/Maria Fernanda Albuquerque/Harry Lewis (Ambev)
Media placement: Social Networks - Facebook - 19 March 2012
Media placement: Social Networks - Twitter - 19 March 2012
Media placement: Social Networks - You Tube - 19 March 2012
Describe the objective of the promotion.
More than a beer brand, Skol is a brand that expresses the lifestyle of young Brazilians - at the beach, at barbecue parties, at throbbing parties… Whatever the place or occasion, Skol’s purpose is enhancing the youth's drive - conferring boldness and jokiness to any occasion. We identified Easter as an opportunity - an event from the outset rather unattractive to the youth, when other subjects were in the public eye: dried codfish, Easter travel, chocolate… Only Skol could make the holiday more attractive, becoming the lead character of a funnier Easter.
Describe how the promotion developed from concept to implementation.
Our proposition was to join the most fundamental Easter ingredient - chocolate - and Skol beer, something totally unconnected with the occasion. To this end, we developed the first ever beer Easter egg in the world.
Initially, the more committed fans were given kits delivered by a very special and bold Easter bunny. Afterwards, we concentrated the disclosure campaign on Skol’s fan page, and we offered the opportunity to some of the 4m Skol fans to tag themselves in pictures on an Easter Egg Chase. So as not to exclude anyone, we decided to open up sales via the web so that everyone could celebrate Easter Skol’s way!
Explain why the method of promotion was most relevant to the product or service.
Skol has made it possible for young Brazilians to enjoy Easter in a more jokey and innovative way. That is: the brand once more played its role of a festive moment-enhancer, making them a lot more desirable to young Brazilians. This proves the brand’s strength in assuming formats and appearing in occasions where its presence was very weak. The Skol Easter Egg is just another way to prove the brand’s innovative drive and take on a position well ahead of the competition.
Describe the success of the promotion with both client and consumer including some quantifiable results.
550 kits delivered
450 kits sold in 80 minutes.
INTERACTIONS
Over 190,000 interactions, 50,000 'likes', 22,000 shares and 12,000 total comments on the brand’s fan page.
79% positive mentions concerning the action.
UNPROMPTED MEDIA
Mentions in international magazines such as Fas Company, Contagious, CreatIvity
5,127,681 estimated hits, over 100,000 domestic unprompted media return.
0 media investment.