FRONTIERS by Madre for Natura Cosmetics

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FRONTIERS

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Industry Perfumes
Media Direct marketing
Market Argentina
Agency Madre
Director Nicolas Kasakoff, Daniel Cúparo
Producer Claudio Pastorino
Editor Roi Ricci
Released September 2009

Credits & Description

Category: Product Launches
Advertiser: NATURA COSMÉTICOS
Product/Service: AMOR AMÉRICA - PERFUME
Agency: MADRE
Date of First Appearance: Sep 6 2009 12:00AM
Entrant Company: MADRE, Buenos Aires, ARGENTINA
Entry URL: http://proyectofronteras.com/ingles/video.html
: Advertising Agency (Madre)
: Chief Creative Officer (Madre)
: Production Company (Nunchaku Cine)
Director: Nicolás Kasakoff (Nunchaku Cine)
Director: Daniel Cuparo (Nunchaku Cine)
Director of Photography: Leandro Filloy (Nunchaku Cine)
Producer: Claudio Pastorino (Nunchaku Cine)
Editor: Roi (Nunchaku Cine)
: Sound Disign (No Problem Sonido)
: Post Production (Che Revolution Post)
Media placement: Documentary - On Line - 06 September 2009
Media placement: TV Spots (5) - Latin America TV Channels - 08 September 2009
Media placement: Print Advertising - Magazines - 12 September 2009
Media placement: Inserts - Magazines - 12 September 2009

Describe the brief/objective of the direct campaign.
Amor America is a new perfume brand launched by Natura. Made from ingredients sourced across Latin America on a four-year expedition, this was a perfume that aimed to capture the essence of the continent in its raw, real form. The brief was to demonstrate this essence using Natura’s traditional selling tool: Door-to-door saleswomen.

Explain why the creative execution was relevant to the product or service.
Titled ‘Frontiers’, the short film was produced with real people, real locations and real cases. Doing away the clichéd imagery that perfume advertising predictably has, the film showed Latin America for what it really was- Chaotic, surreal, natural, confusing and above all, the amor of the continent. The idea was to start a debate and ask the question- Do man-made borders in Latin America mean anything? The seed of the idea was based in the perfume itself- an essence made from ingredients across Latin America, and called ‘Amor America.’

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Natura’s door to door saleswomen are usually given a whole bunch of corporate literature to aid their selling- brochures, leaflets and other generic forms of direct marketing. However, Amor America is a brand that aimed at going beyond the cosmetic surface. To do this, we discarded any of the usual marketing tools and produced an eight-minute film that captured the spirit of the perfume. The saleswomen used this film as their primary selling device.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The perfume witnessed a great launch not just in Brazil, but also across entire Latin America. The objective was to spark debates and to go beyond cosmetic talk to a more meaningful space. It did just this by getting people involved in every country of the region through youtube and facebook. This had an impact not just on sales, but equally interestingly the film itself got recognition. It was screened at the Peru Film Festival, and at the Havana Film Festival. The question whether a perfume brand can enter a real, philosophical space has always been a question for Natura. The answer came with Amor America.