HALF A BEETLE FOR RAFFLE by F/Nazca Saatchi & Saatchi Sao Paulo for Unibanco

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HALF A BEETLE FOR RAFFLE

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Fabio Simoes Pinto, Carlos Di Celio
Art Director Isabelle De Vooght | Roberta Harada
Copywriter Clauber Volinsky
Photographer Caio Guateli
Account Supervisor Andre Gustavo Soares
Released November 2009

Credits & Description

Category: Ambient: Transit
Advertiser: UNIBANCO
Product/Service: UNIVERSITY CREDIT SCHEME
Agency: F/NAZCA SAATCHI & SAATCHI
Creative Director: Fabio Fernandes/Fábio Simões
Copywriter: Clauber Volinsky
Art Director: Isabelle De Vooght
Account Supervisor: André Gustavo
Advertiser's Supervisor: Cristiane Portella
Photographer: Caio Guateli
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL

Description of Ambient execution
Unibanco wanted to publicize among university students a kind of credit that would help them pay for school in case they ran out of funds to continue their studies. The advantage is that with the University Credit the students only pay half the monthly fee. The other half would be paid after graduation. We created a story: Joe Bug was broke and couldn’t pay for his studies anymore. To raise the money, he decided to take the Volkswagen Beetle his grandmother gave him, saw it in half and raffle it on his blog. He advertised it mouth-to-mouth, handed out flyers at university entrances. The target identified with the kid’s story and followed him in social networks. During this phase there was no mention of the bank’s brand.