C&a DM, Case study LOOK BLOCK by DDB Sao Paulo

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Industry Clothing, Online Retail & E-stores
Media Direct marketing, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Moacyr Netto, Ricardo Tronquini, Cristian Mazzeo
Art Director Estela Padilha, Marcelo Bruzzesi, Julia Rivetti, Caio Cardoso
Copywriter Helio Marques, Vinícius Malinoski, Marcelo Páscoa
Released June 2012


Cannes Lions 2012
Direct Lions Social Media & Viral Marketing Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Advertiser: C&A
Product/Service: C&A
Agency: DDB BRASIL São Paulo, BRAZIL
Advertiser C&A
Product C&A
Entrant DDB BRASIL São Paulo, BRAZIL
Type of Entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Advertiser/Client: C&A
Product/Service: C&A
Entrant Company: DDB BRASIL São Paulo, BRAZIL
DM/Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Creative Director: Ricardo Tronquini (DDB Brasil)
Creative Director: Cristian Mazzeo (DDB Brasil)
Copywriter: Marcelo Pascoa (DDB Brasil)
Art Director: Estela Padilha/Marcelo Bruzzesi (DDB Brasil)
Copywriter: Vinicius Malinoski/Helio Marques (DDB Brasil)
Art Director: Caio Cardoso/Julia Rivetti (DDB Brasil)
Media Vice President: Monica De Carvalho (DDB Brasil)
General Media Director: Alessandra Gambuzzi (DDB Brasil)
General Media Director: Fabio Saad (DDB Brasil)
Media Director: Soraya Sobral (DDB Brasil)
Media Supervisor: Karoline Gebrael (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Producer/Project Manager: Vinicius Melo (DDB Brasil)
Producer/Project Manager: Joao Lopes (DDB Brasil)
Production Company: Cricket Design Team (Cricket Design)
Convergence Director: Joca Guanaes (DDB Brasil)
Describe the brief from the client
C&A built the fast fashion segment in Brazil. But to launch their new 2012 Gisele Bündchen collection, their objective was to create an aura of high-fashion exclusivity without limiting the collection’s production scale. The campaign’s strategy was to engage the target with the launch, transforming existing customers into ambassadors of the collection and empowering them to spread the word through social media to potential new customers.

Creative Execution

As a fast fashion brand, C&A offers products that are both fashionable and affordable. But there is one thing they couldn’t deliver: exclusivity. It was common for a customer to go out in a particular look and run into a friend wearing those same clothes. The creative solution allowed us to generate an aura of exclusivity to the new collection’s launch. Even though the production scale remained the same, there was a genuine feeling of uniqueness, since consumers knew that, once they bought a look, they would be the only ones to have it among their friends.

Describe the creative solution to the brief/objective.

We created the Look Block collection. We developed an application that blocked the looks consumers bought, making them unavailable to all their Facebook friends. To access the collection’s online store, consumers had to connect with their Facebook accounts. Once they bought a look, their friends couldn’t get it any more. For every piece of clothing they bought, a post was published on the wall of their Facebook friends, in which they bragged about being the first (and only) to buy that look. In this way, they became ambassadors of the collection, spreading the word of its launch through social media.

Describe the results in as much detail as possible.

The collection sold out in a record 48 hours. In only 2 days, the number of unique visitors at C&A’s website surpassed the total number of visitors for their previous collection in 120%. It was the highest visiting rate of 2012 so far, 126% higher than the same period in 2011.