NOISELESS WIND-BELLS by Artplan Sao Paulo, Mohallem Meirelles for Latina

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NOISELESS WIND-BELLS

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Industry Electronic Devices & Home Appliances
Media Print, Magazine & Newspaper
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Art Director Haron Bregolato
Copywriter Rodrigo Resende
Producer Bruno Werner
Photographer Caio Miranda
Account Supervisor Manoela Bon
Released April 2011

Credits & Description

Category: Durable Goods
Advertiser: LATINA
Product/Service: CEILING FAN
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Feb 20 2011
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
President/Creative Director: Eugênio Mohallem (Mohallem / Artplan)
Head of Art: Marcus Kawamura (Mohallem / Artplan)
Copywriter: Rodrigo Resende (Mohallem / Artplan)
Art Director: Haron Bregolato (Mohallem / Artplan)
Producer: Bruno Werner (Mohallem / Artplan)
Photographer: Caio Miranda (Mohallem / Artplan)
Account Manager: Ana Paula Sanchéz (Mohallem / Artplan)
Account Supervisor: Manoela Bon (Mohallem / Artplan)
Media placement: Point Of Sale - Leroy Merlin - 20 February 2011

Describe the objective of the promotion.
The objective was to communicate at the point of sale the main benefit of Latina ceiling fans: their silence.

Describe how the promotion developed from concept to implementation.
To more than just say that the wind doesn’t need to be noisy, we decided to show this benefit. Thinking about something that could be hung beside the ceiling fan, the idea of wind-bells (also called wind chimes) came up. Then we had to figure out how we could silence them. Using rubber and metallic paint, we got a wind-bell that looked like a real one, but didn’t sound like one. The wind-bells were placed at the brand’s showroom and stores like Leroy Merlin. With them, there was the concept “Wind is not necessarily noisy”.

Explain why the method of promotion was most relevant to the product or service.
The ceiling fan customers make their decision about a brand most of the times when they are at the point of sale. Using a point of sale idea, we talked to them when they were about to buy. The fact of using something also attached to the ceiling was important to draw the customers’ attention to the product. And the concept of the noiseless wind bell reinforced the main benefit of the product, wind without noise.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The idea was a success with the client and consumers. It attracted the consumer’s attention more than any other brand at the point of sale. It also helped Latina to consolidate itself as an innovative brand and to keep the sales up, not just during summer.