Estrela Toys DM COME BACK FERRORAMA by DDB Sao Paulo

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Industry Culture, Leisure & Sport, Toys
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Copywriter Moacyr Netto
Account Supervisor Ricardo Zanella
Released June 2011


Cannes Lions 2011
Direct Lions Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media Gold
Direct Lions Product Launches Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser/Client: ESTRELA TOYS
Entrant Company: DDB BRASIL São Paulo, BRAZIL
DM/Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente
Creative Directors: Sergio Valente, Moacyr Netto, Daniel Bottas, Joao Mosterio, Andre Pedroso
Creative Directors: Cassiano Saldanha, Pedro Gravena, Rodrigo Almeida
Art Directors: Daniel Bottas, Leo Ehrlich, Marcelo Bruzzesi
Copywriter: Moacyr Netto
Social Networks: Bruno Tozzini, Fabio Seixas, Steve Pereira, Ariane Garcia
Project Managers: Fabio Seixas, Marianna Sanches
Digital Inteligence: Patricia Andrade
Producers: Marcus Macarroni, Marianna Sanches, Fabio Seixas, Emni Ali Fakih
Producers: Diego Lauton, Leo Freitas, Abruzzo Revolux, Sergio Filho
Owner of orkut community: Marco Markora
Advertiser's Supervisor: Carlos Tilkian, Aires Fernandes (Estrela Toys)
Account Supervisor: Anna Paola Teixeira "Polika", Ricardo Zanella
Describe the brief from the client:
Develop a project to relaunch Ferrorama, a very successful toy train made by Estrela and discontinued in the 80s
Creative Execution:
We posted a video on YouTube in which Estrela’s president challenged the biggest Ferrorama community of fans on Orkut. In order to prove their faith in the return of the toy, the fans should make the train travel the last 12 miles of The Way of St. James (El Camino de Santiago, the most famous pilgrim’s route in the world). The group had only 120 Meters of track and was told the train was not allowed to stop. The public could follow the journey in real time via video, photos, tweets, and interact live with the team on a website. We generated awareness of the campaign by targeting the fans on orkut (Facebook) and leading them to a YouTube film.
Describe the creative solution to the brief/objective.
Use old fans of the toy to create social media buzz and, therefore, reach our main target: children born in the digital age.
Describe the results in as much detail as possible.
After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching the product. 1230 pre-reserved toys on the website. Sold out 1 month after its release. Project featured 3 times on Twitter Brazil Trending Topics. More than 600 thousand views on the website, without paid media. Mentioned on TV shows, big magazines, newspapers and radio stations.