Skol DM SKOL ODYSSEY 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
Copywriter Thiago Espeche Art Director
Account Supervisor Marcello Penna | Carmen Rodriguez | Danielle Cabral
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: AMBEV
Product/Service: SKOL BEER
Date of First Appearance: Nov 26 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Directors: Fabio Fernandes / Theo Rocha (F/Nazca Saatchi & Saatchi)
Copywriter: Thiago Espeche (F/Nazca Saatchi & Saatchi)
Art Directors: Fabiano Queiroz "Tatu" / Pedro Pinhal / Theo Rocha (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Managers: Christiano Bock / Danielle Cabral / Rafael Pontes (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen / Bertrand Cocallemen / Guilherme Pasculli / Mark Cardoso (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Pedro Earp / Harry Lewis (F/Nazca Saatchi & Saatchi)
Media placement: Wood Drawer - Distributed To Online Game Finalists - December 2010

Describe the brief/objective of the direct campaign.
For Skol we created a multi-platform campaign. The media outlets used were: television, Google Maps, Twitter, Facebook, radio, an Internet game, films, posters, a fictitious products website, MSN tab, apps, telephone calls. In the end of the campaign we created a Collection Box of the Saga with: the deck of cards used in the film “Olinda” by the Olinda Giant Dolls, three posters of the Saga, a DVD of all the films and a CD with the soundtrack. We also created a new product for the brand, a remote-controlled cooler (Skooler) that will be commercialized throughout the country.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One day Daniel Zuquerman (from TV show 'Pânico') loses the Skooler, the mascot for the group. Therefore we created “The Saga of the Lost Skooler”, an enigmas game in which the public needed to help Daniel to find the Skooler through clues left on Google Maps. All kinds of clues were produced: films, websites, newspaper, illustrations, apps, social networks and telephone calls. On Facebook and on the MSN tab, the “Oracle” would give tips of the whereabouts of the Skooler.

Explain why the creative execution was relevant to the product or service.
On Twitter we created a fictitious nervous breakdown of Daniel Zuquerman from TV show “Pânico”, where he posted his indignation caused by over-working. On the Pânico radio show, his colleagues complained about his grievances and the topic even became a story on the TV show: “Daniel’s Ordeal”. For Daniel not to resign, Skol offered him a vacation with 3 friends and presented him with a cooler full of Skol beer for the trip. On a blog, for 3 weeks, we posted videos, photos, texts and exclusive materials. We created a mascot for the group, “Skooler”, the personified Skol cooler.

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.
One million participants reached the end of the game. During the game, more than 24 hours of audiovisual content and half a million photos were sent in by the participants. One and a half million people spent an average 10 minutes per day on the website. A record for the brand.