Procter & Gamble DM 5D EXPERIENCE by Ponto | Integer Sao Paulo

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Ponto | Integer Sao Paulo
Executive Creative Director Ana Paula Dugaich Marques
Art Director Caroline Freire Cristiano Canguçu, Nando Zenari, Cleber Rodrigo, Cassio Tisseo, Keila Akemi
Copywriter Joanna Gessi, Margit Junginger E Alexis Leiria
Producer Fabiola Vilar
Released September 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PROCTER & GAMBLE
Product/Service: CORPORATE IMAGE
Date of First Appearance: Sep 22 2010
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Executive Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director: Cristiano Canguçu (Ponto de Criação)
Creative Director: Margit Junginger (Ponto de Criação)
Art Director: Cassio Tisseo (Ponto de Criação)
Art Director: Cleber Rodrigo (Ponto de Criação)
Art Director: Cristiano Canguçu (Ponto de Criação)
Art Director: Keila Akemi (Ponto de Criação)
Art Director: Nando Zenari (Ponto de Criação)
Copywriter: Margit Junginger (Ponto de Criação)
Copywriter: Joanna Gessi (Ponto de Criação)
Producer: Fabiola Vilar (Ponto de Criação)
Account Vice President: Cristiano Correa (Ponto de Criação)
Account Director: Ana Foryan (Ponto de Criação)
Account Manager: Viviani Alves (Ponto de Criação)
Architecture: Renato Jublikowski (Casa Caucáia)
Associate Marketing Director: Paulo Koelle (Procter&Gamble)
Brand Manager: Juliana Karazawa (Procter&Gamble)
Assistant Brand Manager: Thais Perez (Procter&Gamble)
Media placement: Concept Store - Shopping Center - September 22th 2010

Describe the brief/objective of the direct campaign.
For 22 years, Procter & Gamble has been a part of the Brazilian life. While the dozens of brands in which they stand behind have been enriching nearly every aspect of our day-to-day life, Procter & Gamble has remained a relatively faceless name. The time had come to change that. How could we introduce P&G so that people of Brazil could realize the brands greatest mission: ‘Improving lives, Touching lives’?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Creating something new: the first store in the world that does not sell anything but simply gives. Gives samples, gives advice, and gives beauty treatments. And most importantly, gives the opportunity to take a trip inside the products and get to know them deeply, using all the senses.

Explain why the creative execution was relevant to the product or service.
With this store, the Brazilians were able to immediately recognize the role that P & G plays in their lives and become far more intimate with the brand.

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 idea was a downright success! 54,500 visitors in 3 months.
12,600 members. Over 148,000 interactions. Thanks to this result, Procter & Gamble is planning to build new concept stores in other cities around the world.