Skol DM LISTEN AD by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Beers and Ciders
Media Direct marketing
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Joao Linneu, Rodrigo Castellari, Pedro Prado, Eduardo Lima, Theo Rocha
Art Director Keka Morelle, Thiago Balzano
Copywriter André Faria
Producer Cibele Fontoura
Released September 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: SKOL
Product/Service: BEER
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Keka Morelle (F/Nazca Saatchi & Saatchi)
Art Director: Thiago Balzano (F/Nazca Saatchi & Saatchi)
Copywriter: André Faria (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Producer: Cibele Fontoura (F/Nazca Saatchi & Saatchi)
Marcello Penna: Marcello Penna (F/Nazca Saatchi & Saatchi)
Art Buyer: Cris Godoy (F/Nazca Saatchi & Saatchi)
Art Buyer: Edna Bombini (F/Nazca Saatchi & Saatchi)
Acount Supervisor: Christiano Bock (F/Nazca Saatchi & Saatchi)
Acount Supervisor: Danielle Cabral (F/Nazca Saatchi & Saatchi)
Planner Manager: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planner: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Planner: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Harry Lewis (Ambev)
Media placement: Magazine - Playboy - 15 September

Describe the brief/objective of the direct campaign.
Sensation is a world-famous festival much anticipated by the young. Its fame is due mainly to the fact that it explores and boosts up all the senses, inspiring the public to be the joint creator of interactions during the event. In Brazil, the official representative of the festival is Skol, a beer brand known for celebrating the lifestyle of young Brazilians. Every new edition creates great expectations as to the lineup and works as a sort of affidavit as to the quality of the festival. This year, we were faced with the challenge of doing something different and remarkable that could bring innovation to the brand -Skol’s DNA- and provide a festival experience to media channels.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was to subvert the role of print media. To this end, we created an interactive advert, which the readers, instead of reading, could listen to. The magazine was delivered together with a set of earphones that were plugged into the magazine by readers, who could listen to the entire Sensation advert. To extend this experience to the other consumers, we made an explanatory video for the advert. In this way, everybody could get a taste of how sensational the event would be.

Explain why the creative execution was relevant to the product or service.
Thanks to Skol, the young ones can go through a different and overwhelming experience. We were able to maintain the innovation perception -an integral part of Skol’s DNA- and get the attention of the young in a direct way. They were drawn nearer to Skol and were able to experience the Skol Sensation event.

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.


•5,000 copies
•46,000+ views for the audio advert action just during the first weeks
•9% increase rate in brand preference in São Paulo through the audio advert action - as compared to the Skol consumers’ base.


•224% ROI on unprompted media
•28% increase in retweets and 42% in Skol Sensation replies on this single Twitter subject
•Unprompted media estimated in over half a million reales (Brazil, United States, Canada, England)
•Skol Sensation was the 4th most commented topic on social media in a single week.