Peixe Urbano Print MONEY MACHINE by ALMAP BBDO Brazil

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MONEY MACHINE

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Industry Publishing, streaming & media
Media Print, Magazine & Newspaper
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Luiz Sanches Jr.
Art Director Pedro Rosa Leo Burnett Tailor Made
Copywriter Ana Carolina Dos Reis
Released April 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PEIXE URBANO
Product/Service: PEIXE URBANO
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Pedro Rosa (AlmapBBDO)
Copywriter: Ana Carolina Reis (AlmapBBDO)
Media placement: Ambient Media - Shopping Mall - 15/04/2011

Describe the objective of the promotion.
Peixe Urbano is the first collective purchase site in Brazil. There are daily product and service offers with at least a 50% discount. We had to communicate and explain this promotion site to the largest number of people possible.

Describe how the promotion developed from concept to implementation.
At Peixe Urbano your money is worth more: this is basically what the site offers. So we created a cash vending machine where people could exchange their bills for double the face value. A conceptual explanation of how the site works. The action attracted thousands of people to the cash vending machine location and had a great repercussion – almost immediately – on the Internet.

Explain why the method of promotion was most relevant to the product or service.
We conveyed in a simple way the discount concept Peixe Urbano offers. We made people see that at Peixe Urbano not only they save but also make money.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We increased by 47% the number of people in the Shopping Centre during the action. The number of visitors to the site went up 83% in the same period. Lots of people tweeted about it calling the attention of their friends to the promotion, which largely promoted the action on the Internet.