AUGMENTED CARNAVAL by Wunderman Sao Paulo for Danone

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AUGMENTED CARNAVAL

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Industry Yogurt
Media Print, Magazine & Newspaper
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima, Joao Paulo Martins, Fernando Tomeu Wunderman
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Released February 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: DANONE
Product/Service: YOGURT
Agency: WUNDERMAN BRAZIL
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Associate Creative Director: Fernando Tomeu (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Associate Creative Director: João Paulo Martins (Wunderman)
Motion Designer: Diogo Mangiacavalli (Wunderman)
Planning Director: Reinaldo Quinto (Wunderman)
Planning Manager: Lia Dutra (Wunderman)
Media Director: Patrícia Blanco (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Production Director: Robson Braga (Wunderman)
Project Manager: Henrique Sitta (Wunderman)
Account Vice President: Juliana Rojas (Wunderman)
Group Account Director: Marcia Esteves (Wunderman)
Account Director: Paula Cravo (Wunderman)
Mobile Production: Pontomobi (Pontomobi)
3D Production: Studio Nitro (Studio Nitro)
Facebook App And Website Production: Netbiis (Netbiis)
Media placement: Teaser - Banner In Carnaval Sites - 25 January 2012
Media placement: Android App (No Geo Tagging) - Mobile - 8 February 2012
Media placement: Banners - Facebook And Websites - 10 February 2012
Media placement: Banners - Mobile Sites And Apps - 13 February 2012
Media placement: Virtual Parade - Facebook App - 15 February 2012
Media placement: Iphone And Android App (With Geo Tagging) - Mobile - 15 February 2012
Media placement: Activation - Streets And Bars - 17 February 2012

Describe the objective of the promotion.
Danone was sponsoring a Rio de Janeiro samba school for the first time. And it needed to differentiate itself from the traditional Carnival advertisers.

Describe how the promotion developed from concept to implementation.
The solution was based on a guerrilla marketing tactic to occupy a space that had never been explored before and create the largest digital Carnival in history. Thanks to augmented reality technology with geo-tagging, the streets of Rio de Janeiro turned into the stage for Danone’s parade of virtual characters. It was as simple as pointing a cell phone’s camera. Each location showed a different animation, telling the history of the brand’s products.
We started the activation one month before Carnival, by placing augmented reality codes on 4m packages and distributing 2m Carnival masks at supermarkets to people purchasing Danone products – or the competition’s – in an action with 0% dispersal.

Explain why the method of promotion was most relevant to the product or service.
The difficulty in finding traditional media spaces led us to explore guerrilla marketing tactics to create visibility and presence for the Danone brand during Carnival, bringing augmented realty to the streets of Rio. Within that context, promotional tactics at supermarkets - package codes and mask distribution - were essential in publicising the main project tool, the mobile application that provided access to the augmented reality experience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
60m people watched the parade sponsored by Danone, live on TV
17m people were impacted by the digital Carnival: mobile + web + street + supermarkets
3,200 mentions on social networks
A return of US$3m from the press coverage
Bought media reach: 80%
Digital properties engagement rate: 60.36%