Niely Print STRAIGHTENING COPACABANA´S WAVES by Artplan Rio de Janeiro

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Industry Hair Care
Media Print, Magazine & Newspaper
Market Brazil
Agency Artplan Rio de Janeiro
Creative Director Gustavo Tirre, Alessandra Sadock
Art Director Filipe Chulam, Ângelo Martins
Copywriter Roberto Sá Filho
Producer Tatiana Braga, Rafaella Leme, Davi Vidal, André Sá
Account Supervisor Guilherme Juliani E Viviane Sade
Released April 2012

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: NIELY
Chief Creative Officer: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Copywriter: Roberto Sá Filho (Artplan)
Art Director: Filipe Chulam (Artplan)
Art Director: Ângelo Martins (Artplan)
Account Director: Guilherme Juliani (Artplan)
Account Supervisor: Viviane Sade (Artplan)
Account Manager: Fernanda Cunha (Artplan)
Producer: Tatiana Braga (Artplan)
Producer: Rafaella Leme (Artplan)
Producer: Davi Vidal (Artplan)
Producer: André Sá (Artplan)
Media placement: Abient - Copacabana's Boardwalk - 25 April 2012

Describe the objective of the promotion.
Niely Cosmetics offers an extensive line of products. But all its space in the traditional media is occupied by its main products (shampoo and dyes) which face a more aggressive competition. We needed to leave aside our conventional approach in order to impact the potential consumers of hair-straightening products.

Describe how the promotion developed from concept to implementation.
The Boardwalk of Copacabana is one of the main Brazilian postcards. The idea was to change the national symbol, known for its wavy texture, into straight lines, showing that the effect on the sidewalk was exactly the same as the effect of the product on women with curly hair. Women distributed samples and beautiful, informative brochures on the product.

Explain why the method of promotion was most relevant to the product or service.
Niely Cosmetics Offers an extensive line of products. But hair straightening was stuck on the shelves because the product was not well-known by the public. To reverse this situation and make the product known in a single campaign, we needed to depart from the conventional approach and impact consumers in a more engaging and memorable way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Niely is one of the major cosmetic brands in Brazil, with an extensive line of products and is mainly famous for its shampoos, conditioners, and dyes which face stiff competition. With this one campaign, occupying no space in the traditional media, reserved for the main products, we were able to generate a larger impact than that generated through common samplings and were therefore able to bring about a greater demand from retailers and a total increase of almost 4% over the same period of the previous year.