Ilustradesign Print SPLASH RING by Publicis Sao Paulo

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SPLASH RING

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues
Art Director Leo Macias, Eduardo Pastor, Zico Farina
Copywriter Ana Cavalcanti E Guilherme Nesti
Producer Rita Carolina Vilarim, Thiago Loureiro
Photographer Raul Raichtaler
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ILUSTRADESIGN
Product/Service: ILLUSTRATION
Agency: PUBLICIS BRASIL
Chief Operating Officer/Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Leo Macias (Publicis Brasil)
Art Director: Eduardo Pastor (Publicis Brasil)
Copywriter: Guilherme Nesti (Publicis Brasil)
Art Director: Leo Macias (Publicis Brasil)
Photographer: Raul Raichtaler
Art Buyer: Selma Momosse (Publicis Brasil)
Producer: Rita Vilarim (Publicis Brasil)
Producer: Thiago Loureiro (Publicis Brasil)
Media placement: Sampling - ADVERTISING AGENCIES - 2 April 2012

Describe the objective of the promotion.
Ilustra Design Studio is a new illustration studio from São Paulo, Brazil. Few people in advertising agencies knew the studio and what it is capable of. Our goal was to make the studio known in advertising agencies and establish a partnership between it and the agencies, making it figure in future advertisement jobs.

Describe how the promotion developed from concept to implementation.
One of the most common ways to get to advertisers is to hand leaflets out in advertising agencies and places where advertising people are. We decided to do it in a unusual way, bringing the world illustration into real life. So, we made cards shaped like cartoon sound effects, which people could use as a ring and have fun with.
That way, we not only showed the brand in an impactful way, but made it part of the advertisers’ conversation.

Explain why the method of promotion was most relevant to the product or service.
The cartoon splash is an exclusive element from the illustration world. So we took advantage of that to promote the brand in an interactive way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the period of the project, the number of visits on the client’s website increased by 500%. Thanks to this visibility, the client got into advertising jobs at agencies, and secured a good place in its market. The consumer made his first contact with the brand in a different and fun way, and came to see the studio that way.