FAST SURROUND by WMcCann Sao Paulo for Nestle

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FAST SURROUND

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Industry Non-alcoholic drinks, Dairy products & Eggs, Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency WMcCann Sao Paulo
Creative Director Milton Mastrocessario Cebola, Fabio Matiazzi Wunderman
Art Director Fabiano De Queiroz “Tatu”
Copywriter Ana Dolabela
Designer Adriano Ambrosio
Illustrator Mulheres Barbadas
Released February 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: NESTLÉ
Product/Service: DAIRY PRODUCT
Agency: McCANN ERICKSON BRASIL
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: McCANN ERICKSON BRASIL, São Paulo, BRAZIL
Entry URL: http://www.hadouken.jp/fast/cannes/fastsurrounddirect
Chief Creative Officer: Alexandre Okada (McCann Erickson)
Creative Director: Milton Mastrocessario (McCann Erickson)
Creative Director: Fabio Matiazzi (McCann Erickson)
Copywriter: Ana Dolabela (McCann Erickson)
Art Director: Fabiano De Queiroz 'tatu' (McCann Erickson)
Designer: Adriano Ambrosio (McCann Erickson)
Illustrator: Mulheres Barbadas (Mulheres Barbadas)
Motion Design: Tulio Inoue
Motion Design: Andre Nage
Art Buyer: Ricardo Andrade (McCann Erickson)
Media placement: Mobile Marketing - SMS - 01/03/2010

Describe the brief/objective of the direct campaign.
FAST is a new brand that was born with a young and musical spirit - FAST. Get in Motion. Its products are to go and can be consumed on the streets, anytime, anywhere. To advertise this musical and mobile spirit to the young target, we put together 3 things that, actually, were always together: music, friendship and cell phones.

Explain why the creative execution was relevant to the product or service.
Just like the new brand, FAST SURROUND follows the target on the streets, anytime, anywhere. This whole idea and all the technology envolved reinforce the brand´s concept and follow our target´s lifestyle.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a system called FAST SURROUND. What media did this system use? The very own air. We put music in the air, literally. And this system took advantage of the benefits of mobiles to spread music through town. Through the website, you could spread your favorite songs through town and also dedicate Playlists to your friends. When passing by playlists through the streets, you could download them on your cell phone.

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.
500 thousand songs downloaded in less than a month. The FAST products where sold out in the majority of the large Brazilian distributors as soon as they got to the market. In 3 months, we achieved selling goals stipulated for 6 months.