BUBBLE WRAP by Y&R Sao Paulo for Goodyear

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BUBBLE WRAP

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Industry Tires
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Alexandre Vilela, Flávio Casarotti, Felipe Gall
Art Director Leandro Camara Leal Pestana
Copywriter Fabio Tedeschi
Account Supervisor Valeria Ordonhez, Felipe Wanderley, Claudia Menezes
Released June 2012

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: GOODYEAR
Product/Service: GOODYEAR TYRES
Agency: Y&R SÃO PAULO
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti/Alexandre Vilela (Xa)/Felipe Gall (Y&R Sao Paulo)
Art Director: Leandro Camara (Y&R Sao Paulo)
Copywriter: Fabio Tedeschi (Y&R Sao Paulo)
Art Buyer: Monica Beretta (Y&R Sao Paulo)
Print Producer: Elaine Carvalho/Robinson Silva/Flavio Zamboni (Y&R Sao Paulo)
Account Supervisor: Valeria Ordonhez/Claudia Menezes/Felipe Wanderley (Y&R Sao Paulo)
Planner: Fernanda Flandoli/Flavio Proença (Y&R Sao Paulo)
Media: Gustavo Gaion/Gabriela Ben David (Y&R Sao Paulo)
Media placement: Insert - Newspaper - April 4th, 2012

Describe the objective of the promotion.
To create an interactive way to make consumers face a situation that they can really go through.

Describe how the promotion developed from concept to implementation.
We started with the creation of a surprising and interactive piece that spoke for itself. Then, we invested in the diversification of media channels to reach our target audience. In this case, we created an insert for a high-circulation newspaper in São Paulo city.

Explain why the method of promotion was most relevant to the product or service.
The bubble wrap demonstrates in an interactive way, that there are situations in which we can't stop and need help.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The reaction from our target audience was extremely positive. More than two thousand inserts were distributed with a unit cost of R$0.90, totalling a production investment of R$1,800. In terms of media costs, the total investment, including the newspaper space and handling, added up to R$12,500.