Jwt Print DRINK TIMESHEET by J. Walter Thompson Sao Paulo

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Fernandez David, Roberto Rezende
Art Director Guilherme Sakosigue | Pedro Galdi | Roberto Fernandez
Producer Flavio Colella, Flavio Schaefer
Photographer Regis Fernandez, Felipe Madureira
Released June 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: JWT
Product/Service: TIMESHEET
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director | Copywriter: Gustavo Soares (JWT)
Art Director: Guilherme Sakosigue (JWT)
Creative Technologist: Cristiano Dias (JWT)
Producer | Account Supervisor: Rodrigo Alberini (JWT)
Producer: Flavio Schaefer (JWT)
Producer: Flavio Colella (JWT)
Illustration: Pedro Galdi (JWT)
Photographer: Regis Fernandez (JWT)
Photographer: Felipe Madureira (JWT)
Account Manager: Fernanda Antonelli (JWT)
Planner: Fernand Alphen (JWT)
President: Guilherme Gomide (Agência Casa)
Thecnology and Innovation Director: Felipe Gomide (Agência Casa)
Media placement: Ambient - JWT Sao Paulo, Rio, Curitiba - 6/04/2012

Describe the objective of the promotion.
Transform Time Sheet, the most hated duty in the office, into something positive.

Describe how the promotion developed from concept to implementation.
To change people's minds about Time Sheet, we needed to make it relevant. So we created a reward system to motivate people. A fridge, electronically locked, that opens automatically once 100% of hours are filled in. The fridge contents - cold beer - are the reward.

Explain why the method of promotion was most relevant to the product or service.
Even angry emails and threats of punishment (electronically locking up your computer, for instance) didn't persuade people to fill in their hours. So we decided to change Time Sheet's perception: a mandatory thing turned into a fun thing. We created a reward: 100% of time sheet filled in unlocks a fridge full of free beer.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The fridge opening itself means success for the initiative, because 100% of the target audience (the agency staff) have taken part in the promo. There was unexpected buzz around the idea, with mentions on prestigious blogs, sites and publications, not to mention huge appreciation on Facebook and Twitter.