Antarctica Print EX-LOVER BLOCKER by DDB Sao Paulo

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EX-LOVER BLOCKER

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Industry Beers and Ciders, Pre-Mixed Cocktails
Media Print, Magazine & Newspaper
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Moacyr Netto, Gustavo Victorino
Art Director Rodrigo Buim, Vitor Signoretti, Pablo Blas
Copywriter Leandro Custo, Vinícius Malinoski
Released May 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: AMBEV
Product/Service: GUARANA ANTARCTICA SOFT DRINK
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Gustavo Victorino (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Copywriter: Custo (DDB Brasil)
Copywriter: Vinicius Malinoski (DDB Brasil)
Art Director: Vitor Signoretti (DDB Brasil)
Art Director: Blas (DDB Brasil)
Art Director: Rodrigo Buim (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Producer/Project Manager: Juliana Tonussi (DDB Brasil)
Production Company: Cricket Design Team (Cricket Design)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Mobile - IPhone App - 25/04/12

Describe the objective of the promotion.
The goal of the promotion was to get the consumer to download the application in order to save himself or herself or save a friend from a potential relapse with an ex lover. We also wanted to bring groups of friends closer to the brand, so that they may have an even better relationship.

Describe how the promotion developed from concept to implementation.
We began publicizing the application on social networks. Facebook played a particularly crucial role in the activation. In addition, banners blogs, and online journal notes also helped to advertize the campaign.

Explain why the method of promotion was most relevant to the product or service.
The interesting thing about the campaign was that people began talking about the application. Everyone has an ex or is friends with someone who has an ex. So the strategy was being close to consumers in their own communication channels, like Facebook, where they spend a great deal of their time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands downloaded the application and we had a significantly greater number of "likes" on the Guarana Antarctica Fan Page. Furthermore, we helped consumers deal with the problems which an ex boyfriend/girlfriend may cause and reinforced the brand position of always being close to groups of friends.