Pinacoteca do Estado de Sao Paulo Print ROBOT CAT by F/Nazca Saatchi & Saatchi Sao Paulo


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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Bruno Oppido
Copywriter Pedro Prado, Mariana Borga, Thiago Carvalho, Eduardo Lima, Romero Cavalcanti F
Photographer Joao Linneu, Rodrigo Castellari, Theo Rocha
Account Supervisor Marcela Paiva
Released October 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Programmer: Paulo Pacheco (F/Nazca Saatchi & Saatchi)
Programmer: Jefferson Russo (F/Nazca Saatchi & Saatchi)
Production Manager: Juliana Hasegawa (F/Nazca Saatchi & Saatchi)
Production Manager: Cibele Fontoura (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Team: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Planner Manager: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planner: Jose Porto (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Photographer: João Linneu (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Marcelo Araújo (Pinacoteca Do Estado De São Paulo)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado De São Paulo)
Media placement: Social Networks - Facebook - 11 October 2011

Describe the objective of the promotion.
After 12 years, the Pinacoteca do Estado de São Paulo, one of the most important museums in Latin America, decided to change its permanent collection. The second floor of its building was closed for an entire year to be remodelled.
To avoid visitors from stopping visiting the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period. What we delivered was more than that- it was a movement: Curiosism. The cat that lives within each and every one of us. It was directed at current consumers who already knew the old collection as well as new consumers who were motivated to visit the museum and see what was new.

Describe how the promotion developed from concept to implementation.
During an entire year we created everything that a real exhibition would have. Besides the installations we had a photo shoot, posters, books about the theme, gifts for sale at the gift shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. For those who were not able to enjoy it live we also gave them a reason to do this virtually. A robot shaped like a cat (symbol of the campaign) could be directed through Facebook during 3 minutes allowing the visitor to see everything that was happening on the second floor.

Explain why the method of promotion was most relevant to the product or service.
The museum attracts every type of person and the campaign had to be interactive and easily understood by children and adults. The cats were a great solution for their mysterious character engaged both publics.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Curiosism movement received vast media space in press (cultural supplements), electronical and digital channels and filled the gap caused by an entire year of the museum's second floor being closed. The robot cat, a viral action on Facebook, was controlled by over 10 thousand people during a single week. With the opening of the new collection on November 15th 2011 there were 3 times more visitors on a single opening weekend.