Miami Ad School Print STENCIL RULER by Y&R Sao Paulo

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Industry Education
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Kleyton Mourao
Copywriter Pedro Guerra, Roberto Kilciauskas
Producer Elaine Carvalho, Flavio Zamboni
Released May 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Art Director: Kleyton Mourao (Y&R Sao Paulo)
Copywriter: Roberto Kilciauskas/Pedro Guerra (Y&R Sao Paulo)
Art-Buyer: Monica Beretta (Y&R Sao Paulo)
Producer: Elaine Carvalho/Flavio Zamboni (Y&R Sao Paulo)
Media placement: Insert - Newspaper - 30 March, 2012

Describe the objective of the promotion.
In recent years, the number of people who want to join the advertising world has increased considerably. Miami Ad School needed to highlight its leading position in the segment.

Describe how the promotion developed from concept to implementation.
To enhance the connection between the young students and Miami Ad School, there´s no better way than through advertising. We created The Big Idea Stencil Ruler, a set of rulers developed to produce great jobs in the fastest and easiest way: by copying. The title “Great ideas don´t come that easy” shows how important it is to choose a good school and study hard.

Explain why the method of promotion was most relevant to the product or service.
The Stencil Rulers were distributed at schools, colleges, Advertising and Communicationseminars, besides being placed on shelves and displays at stationery storesclose to the places where they usually hang out. The aim was to reach the target-audience when they are the most susceptible to the message: high schools, prep courses and colleges.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity took place in the enrollment month for annual courses. The number of visits on Miami Ad School´s website increased 26% when compared to the same month in the previous year. And the number of enrolled students increased 12% also comparing to the previous year.