Magazine Luiza Print OFFER SHORTENER by Ogilvy Sao Paulo

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OFFER SHORTENER

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Industry Magazines
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Eduardo Marques Porto
Art Director Micky Huang
Copywriter Leandro Neves
Producer Juscelino Vieira
Released July 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: MAGAZINE LUIZA
Product/Service: MAGAZINE
Agency: OGILVY BRASIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Head Of Digital: Daniel Tartaro (Ogilvy Brasil)
Copywriter: Leandro Neves (Ogilvy Brasil)
Art Director: Micky Huang (Ogilvy Brasil)
Producer: Juscelino Vieira (Ogilvy Brasil)
Account Director: Tiago Lima (Ogilvy Brasil)
Digital Operations Director: José Carlos Tinoco (Ogilvy Brasil)
Uxd: Pablo Moura (Ogilvy Brasil)
Interactive Deisgner: Igor Magrini (Ogilvy Brasil)
Project Management: Marcella Tiné (Ogilvy Brasil)
Project Management: Wagner Gomes (Ogilvy Brasil)
Back-End Engineer: Angelo Lages (Ogilvy Brasil)
Front-End Engineer: Claudenildo Felis (Ogilvy Brasil)
Front-End Engineer: Felipe Nascimento (Ogilvy Brasil)
Front-End Engineer: Felipe Rodrigues (Ogilvy Brasil)
Account Director: Daniela Paris (Etco)
Advertiser's Supervisor: Frederico Trajano (Magazine Luiza)
Media placement: Microsite - Internet - April 25th - 2012

Describe the objective of the promotion.
Amplify online sales of Magazine Luiza by utilizing their offline sales strategy: match any competitor’s price.

Describe how the promotion developed from concept to implementation.
We’ve created a URL shortener that shortens prices. It’s an online tool that allows any user to copy and paste a competitor link in order to obtain a better price, automatically.

Explain why the method of promotion was most relevant to the product or service.
The Magazine Luiza Offer Shortener reduces what matters most for customers: the price. It's a simple way to let people know about fast promotions and to gather new customers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Offer Shortener is used in short time promotions. It’s a crash-the-market tool that forces all our competitors to significantly reduce their prices to avoid their offers to be shortened. Magazine Luiza might not always win the price war, but with Offer Shortener, the customer does.