Skol DM CHEERING CANS KIT by F/Nazca Saatchi & Saatchi Sao Paulo

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CHEERING CANS KIT

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Industry Beers and Ciders
Media Direct marketing
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Marcelo Ribeiro, Roberta Harada, Marco Brito
Copywriter Fabio Cerdeira Almapbbdo
Account Supervisor Marcello Penna | Carmen Rodriguez | Danielle Cabral
Released May 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: AMBEV / SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: May 15 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Directors: Fabio Fernandes/Eduardo Lima/Alexandre Soares (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Ribeiro/Marco Brito/Roberta Harada (F/Nazca Saatchi & Saatchi)
Copywriter: Fabio Cerdeira (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Managers: Christiano Bock/Melina Balassanian (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Carlos Lisboa/Pedro Earp/Guilherme Pañella (F/Nazca Saatchi & Saatchi)
Media placement: Direct Mailing - Sent To Main Brazilian Bloggers. - 15 May 2010

Describe the brief/objective of the direct campaign.
2010, FIFA World Cup. In Brazil, is a BIG thing. Every single brand wants to use this period to be noticed, to be remembered and to approach soccer. In such a competitive scene, how to stand out in the crowd in such an important moment for the brand? How to make the target of the #1 beer in Brazil (in sales and preference) differentiate Skol from other beers? How to be “non standard” in a market segment that always explores the same paradigms: the passion for soccer and the beautiful women?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The answer was: create a beer can that can actually talk and cheer for Brazil. Hitchhiking in Brazil’s soccer rivalry with Argentina, the campaign played with the Argentinians reaction when hearing the talking can. Considering Skol as most innovative beer brand in Brazil, this action was aligned with the “brand mood”: irreverent and young, exactly what our target was expecting from Skol campaign.

Explain why the creative execution was relevant to the product or service.
The buzz generated through the action was amazing! In a few days over 4 million talking cans were created. The campaign was subject in several blogs and social networks.
People who found the talking can immediately posted videos on Youtube.
Even Pânico na TV, a traditional humour TV show, interviewed a talking can.
That also could be found in “Mercado Livre”, a popular web sales site, as an object of desire of many: prices were up to R$ 3,000.00.

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 talking can was the campaign with the highest recall in FIFA World Cup period.
The demand for the talking can was insane. It became truly an object of desire of many. And brought a lot of fun to consumers.
In a few days over 4 million talking cans were created.
In opposition to the traditional scheme, the campaign was launched in the Social Networks.
Skol distributed over 150 thousand talking cans to thousands of happy consumers.
In the same period, Skol brought, in the website, the possibility to create your own talking can.