Infraero Print AÇÃO INFRAERO JUDÔ by Arcos Comunicacao

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Industry Transport, travel & tourism
Media Print, Magazine & Newspaper
Market Brazil
Agency Arcos Comunicacao
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: INFRAERO
Agency: ARCOS
Sócio Diretor E Diretor De Criação: Carlos Renato Rocha (Arcos Comunicação)
Diretor De Operações: Pedro Arlant (Arcos Comunicação)
Diretor De Criação: Marcus Oliveira (Arcos Comunicação)
Atendimento: Viviane Mirante (Arcos Comunicação)
Rtvc: Julia Menescal (Arcos Comunicação)
Redator: Guto Campello (Arcos Comunicação)
Media placement: Internet - Youtube - 11/08/2011

Describe the objective of the promotion.
We wanted to do something different for Infraero, not just a conventional campaign. To conect Infraero to Judo the best thing to do is to create an odd situation, like a suprise, to get the result of this action and make it viral.

Describe how the promotion developed from concept to implementation.
Infraero is the first official sponsor of the brazilian judo. We wanted this action to disseminate this information and bring judo closer to passengers, Infraero's customers. A way to directly relate judo and brazilian athletes with their fans. We set up a mat, where athletes could show their skills in real fights, and could receive their fans to pass them judo lessons and concepts.

Explain why the method of promotion was most relevant to the product or service.
The goal was to increase the relation of judo with passengers in a friendly, new and surprising way, and also show the importance of sponsoring a sport beloved by Brazilians, besides soccer.
The support message became evident as people were impacted by the action at the client's environment, the airport itself.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action generated the coverage of major news programs and specialized sites of the country, and the main television news report of Brazil. There was significant effect on social networks. Twitter had more than 1000 views on the day of the action and there were also many pictures taken by passengers and shared on Facebook. The video case, uploaded a few days after the action, has reached the mark of more than 7000 views in less than a month, plus over 5000 views on related videos made by passengers impacted during the action and posted spontaneously on Youtube. The method and its consequences have become a reference of relationship action with passengers for the customer and the market.