Telefonica Print, DM BEER FOR KIDS by Y&R Sao Paulo

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Industry Charities, Foundations, Volunteers, Against violence
Media Print, Magazine & Newspaper, Direct marketing
Market Brazil
Agency Y&R Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Rui Branquinho, Pedro Cappeletti, Aaron Sutton, Flávio Casarotti, Jorge Iervolino
Art Director Daniel Salles
Copywriter Roberto Kilciauskas
Account Supervisor Marcelo Moreno, Leonardo Balbi, Evelin Batista
Illustrator Elisa Sassi
Released February 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Chief Creative Officer: Rui Branquinho (Y&R São Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti/Jorge Iervolino/Victor Sant’anna (Y&R São Paulo)
Art Director: Daniel Salles (Y&R São Paulo)
Copywriter: Roberto Kilciauskas (Y&R São Paulo)
Illustrator: Elisa Sassi
Art-Buyer: Monica Beretta/Stephanie Wang (Y&R São Paulo)
Print Producer: Elaine Carvalho/Robinson Silva (Y&R São Paulo)
Account Supervisor: Leonardo Balbi/Evelin Batista/Marcelo Moreno (Y&R São Paulo)
Planner: Fernanda Flandoli/Eliana Yamaguchi (Y&R São Paulo)
Media: Gustavo Gaion/Cassiano Oliva/Fábio Moraes/Daniela Melito/Flávia Tonicelo (Y&R São Paulo)
Advertiser: Cristina Duclos/Gabriella Bighetti/João Guerrero/Patricia Santin/Erica Braga/Eli (Fundacao Telefonica)
Media placement: Beer Bottle / 6-pack - Supermarket - 18 February, 2012
Describe the brief/objective of the direct campaign.
Abuse and exploitation of children and teenagers is a tough issue to be tackled. As it's taboo, people usually avoid the topic, sometimes even pretending it does not exist.
We decided to surprise consumers with awkwardness by using something that should not be part of a child´s life: alcoholic beverages. In this case, beer. The chosen period was the time of the year when the number of abuse cases goes up in Brazil: Carnival.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a beer with a name, a label, 6-pack, targeting younger audiences and we placed it in key beer points-of-sale at that time of the year when its consumption increases in Brazil (Carnival).
Explain why the creative execution was relevant to the product or service.
The message warned consumers that children must be kept distant not only from alcoholic beverages, but also from abuse and exploitation.
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 activity took place in 32 supermarkets of the main retailer in Brazil (Grupo Pão de Açúcar).
1,792 packs and 10,752 bottles were used.
More than 2m people (2,109,000 estimated) were impacted and the number of incoming calls to the dedicated helpline increased by 26% in comparison to the previous year.