Marisa Stores Print BABY LOOK by Fischer America Sao Paulo

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Print, Magazine & Newspaper
Market Brazil
Agency Fischer America Sao Paulo
Creative Director Daniela Ribeiro, Diogo Melo
Art Director Thiago Lacorte, Widerson Souza
Copywriter Rafael Moreno
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MARISA
Product/Service: MARISA
Chief Creative Director: Mario D´andrea (Fischer & Friends)
Creative Director: Diogo Melo (Fischer & Friends)
Creative Director: Daniela Ribeiro (Fischer & Friends)
Copywriter: Rafael Moreno (Fischer & Friends)
Art Director: Widerson Souza (Fischer & Friends)
Art Director: Thiago Lacorte (Fischer & Friends)
Media placement: Ambient Media - Santa Joana´s Hospital - 26 April 2012

Describe the objective of the promotion.
Marisa is a great chain of woman´s fashion stores that understands women. To emotionally touch woman, Marisa created, in one of the major hospitals of São Paulo, an action for Mother´s Day.
After conducting their examinations, the mothers received their ultrasound in an unexpected way: printed on a t-shirt. This way they could proudly show off their children even before they were born.

Describe how the promotion developed from concept to implementation.
After had the idea, we contact some hospitals, and the printer company. Then, on 26th april, we made the action.

Explain why the method of promotion was most relevant to the product or service.
Marisa is a fashion Store. So, we dressed these woman on their most special moment of their lifes.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When the Client saw the video, immediatly expedended 3 times more on digital media to promove the video.