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Industry Restaurants, Pubs & Bars, Cafe
Media Direct marketing
Market Brazil
Agency Urban Summer
Creative Director Alessandro Guidini
Copywriter Sandra Magalhaes
Released July 2010

Credits & Description

Category: Traffic & Brand Building
Product/Service: BAR
Date of First Appearance: Jul 10 2010
Entrant Company: URBAN SUMMER, Sao Paulo, BRAZIL
Chief Executive Officer: Andre Diniz (Urban Summer)
Creative Director: Alessandro Guidini (Urban Summer)
Operations Director: Caio Bamberg (Urban Summer)
Planning Director: Gabriel Zuccoli (Urban Summer)
Account Director: Thais Coiado (Urban Summer)
Technology Director: Michel Oliveira (Urban Summer)
Head of Art: Thomas Zander (Urban Summer)
Head of Copy: Tiago Lucci (Urban Summer)
Copywriter: Sandra Magalhães (Urban Summer)
Marketing Director: Edgard Costa (CiaTC)
Marketing Coordinator: Natanael Paes (CiaTC)
Media placement: Direct Mail (The Award) - Point Of Purchase - July 10, 2010

Describe the brief/objective of the direct campaign.
Astor is a bar located in São Paulo, Brazil. It’s creative, cosmopolitan and authentic environment ended up attracting advertising professionals for the traditional Friday lunch, which gave it the nickname of "the advertisers bar". Now, the venue wanted to strengthen the relationship with that audience even further, gaining new clients, reinforcing the image of "the advertisers bar" and increasing frequency in the first nights of the week, when movement was usually slower.
The strategy was to unite the importance and recognition of the Cannes Lions Award with the pleasure and joy of celebrations at the bar.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an award to acknowledge the talent and creativity of Brazilian advertisers, the Astor Lions. The idea was to pay tribute to the Cannes Lions winners, offering an exclusive trophy to the creatives of winning campaigns and a beer keg for the celebration of winning agencies, which would always take place during the first nights of the week. As soon as winners were announced at the Palais, they received an invitation by telegram at the agencies.

Explain why the creative execution was relevant to the product or service.
Never has a bar paid homage to advertising talents. A Lion is a career landmark and gets even better with a party and a beer keg for the entire team. While Lions end up at the agency and clients, our trophy is personal, non-transferable and follows the creative throughout his career.
The Astor Lions becomes memorable in the relationship between customer and brand, by participating in a special moment in the professional's career. When he receives a Lion - with all the international recognition and prestige - the bar joins that achievement and enters the customer's life, harmoniously and emotionally.

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.
We invited the 18 Brazilian agencies awarded at Cannes in 2010.16 of them came to celebrate at Astor, which represents an 89% conversion. During the time of the campaign the number of clients increased by 137% and the average consumption increased by 70%. After the action, frequency remained 67% above average. The project brought a ROI of 739% by the end of 2010.