AES Eletropaulo Print AWARENESS TO SAVE LIVES by Dim&Canzian

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AWARENESS TO SAVE LIVES

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Industry Energy & Water Utilities
Media Print, Magazine & Newspaper
Market Brazil
Agency Dim&Canzian
Creative Director Guilherme Facci, Michele Dim D'ippolito
Art Director Thiago Martinhão, Thiago Nabisco, Douglas Mussashi Shintaku
Copywriter Paulo Marcussi, Walmor Mello
Account Supervisor Marina Pardo
Released May 2011

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: AES ELETROPAULO
Product/Service: ELECTRICITY COMPANY
Agency: DIM & CANZIAN
Chief Creative Officer: Michele Dim D'ippolito (dim&canzian)
Creative Director: Michele Dim D'ippolito (dim&canzian)
Creative Director: Guilherme Facci (dim&canzian)
Chief Of Media And Activation: Marcio Canzian (dim&canzian)
Planner Supervisor: Samantha Barbieri (dim&canzian)
Planner: Sergio Ávila (dim&canzian)
Account Supervisor: Marina Pardo (dim&canzian)
Project Co-ordinator: Barbara Marques (dim&canzian)
Art Director: Thiago Martinhão (dim&canzian)
Art Director: Thiago Nabisco (dim&canzian)
Copywriter: Paulo Marcussi (dim&canzian)
Copywriter: Walmor Mello (dim&canzian)
Media Supervisor: Maurício Belchior (dim&canzian)
Media Assistent: Lia Fernandes (dim&canzian)
Art Director: Douglas Mussashi Shintaku (dim&canzian)
Planner: Carolina Avari (dim&canzian)
Director of Documentary: Paula Goldmam
Media placement: Emotional Documentary - Road Movie Free Show On Poor Communities - March 2011
Media placement: Door-To-Door Agents With Flyers - Houses In Poor Communities - March 2011
Media placement: Mini Lectures By Security Agents - Special Bases On Poor Communities - March 2011
Media placement: Soccer Championship Table Flyers With Warnings - Soccer Stadiums - April 2011
Media placement: Customized Fans With Warnings - Samba Associations’ Rehearsals. - April 2011
Media placement: Warning Tags On Steel And Iron Bars - Building Supply Stores - April 2011
Media placement: Warning Tags On Metro’s Handrail - Subway Trains - May 2011
Media placement: Warning Tags On Tissue Paper - Stationery Stores - May 2011

Describe the objective of the promotion.
We had to find a way of reaching people from poor communities in Sao Paulo, who are poorly educated, hardly reached by traditional media and also don’t give credibility to any speech, about the danger of the above-the-ground electrical networks wires. Specifically kids flying kites and informal constructors are the most affected and constantly have accidents that may be fatal.

Describe how the promotion developed from concept to implementation.
Besides the traditional media, we reached the population from these communities with special activations. We created an emotional documentary about the risks of the electrical network and ran it with a road movie show. We went door-to-door with agents and flyers, calling for special lectures. We reached them at danger moments going with the documentary in informal constructions. We tagged steel and iron bars and gave security kits out at building supply stores, we tagged the handrail on subway and for the kites, we tagged tissue paper in stationery stores with warnings for kids.

Explain why the method of promotion was most relevant to the product or service.
We got the target at different moments: during the risk from constructions, when they are buying supplies for kites or building material, in the communities door-to-door with agents and on mini lectures, the handrail on the subway when they were going to work, in leisure times when we distributed soccer championship table flyers on stadiums and fans with the message on Samba Associations’ rehearsals. This way we could be present in the target's life, transmitting the message in a comprehensive way so they would remember about the danger of the electrical network.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign generated spontaneous media, going beyond actions that were carried out, and mobilised thousands of people in several communities that started to share and spread the need to have a safe attitude towards the electrical network.

Also, and most important of all, the number of fatal accidents dropped by 30%, surpassing the expected goal by 70%. Through all these initiatives, we were able to reach millions of people. The campaign surpassed all expectations went beyond boundaries and mobilised people and communities, impressing the client and the whole population of Sao Paulo.