OPERATION SKOL FOLIA (CARNIVAL) by F/Nazca Saatchi & Saatchi Sao Paulo for Skol

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OPERATION SKOL FOLIA (CARNIVAL)

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Joao Linneu, Rodrigo Castellari, Pedro Prado, Eduardo Lima, Theo Rocha, Carlos Di Celio
Art Director Cesar Leite, Mentor Muniz Neto, Rubens Casanova, Rico Mendonça
Creative Alessandro Palermo, Fabio Fernandes Rodrigo Visconti, Thiago Henriques, Marcio Leitão | Pedro Pinhal
Released January 2012

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima/Theo Rocha (F/Nazca Saatchi & Saatchi)
Creative: Fabio Fernandes Rodrigo Visconti/Pedro Pinhal (F/Nazca Saatchi & Saatchi)
Acount Team: Marcello Penna/Carmem Rodriguez/Rafael Pontes (F/Nazca Saatchi & Saatchi)
Media Team: Lica Bueno/Thiago Santos/Cristina Omura (F/Nazca Saatchi & Saatchi)
Planner Team: José Porto/Utymo Oliveira/Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Film Director: Pedro Becker (Fat Bastards)
Creative: Alessandro Palermo/Thiago Henriques (Bullet)
Art Director: Rico Mendonça/Rubens Casanova/Cesar Leite/Mentor Muniz Neto (Bullet)
Producer Manager: Denise de Cássia (Bullet)
Planner Manager: Aldo Pini (Bullet)
Acount Manager: Eduardo Andrade/Fernando Melo/Fernando Figueiredo (Bullet)
Advertiser's Supervisor: Jorge Mastroizzi (Ambev)
Advertiser's Supervisor: Pedro Earp (Ambev)
Advertiser's Supervisor: Maria Fernanda Albuquerque (Ambev)
Media placement: Open TV - TV Globo - 5 January 2012
Media placement: Paid Media Internet - You Tube - 5 January 2012
Media placement: Paid Media Internet - MSN Messenger - 5 January 2012
Media placement: Social Network - Facebook - 5 January 2012
Media placement: OOH - Clear Channel - 5 January 2012
Media placement: Pay TV - Sportv - 5 January 2012
Media placement: Magazine - Quem Acontece - 25 January 2012
Media placement: Radio - Radio Skol On Tab MSN Messenger - 05 January 2012

Describe the objective of the promotion.
Carnival is the biggest and most popular party in Brazil, from North to South. Different events that have in common the fun factor and enjoyment with friends: seen by many Brazilians as a 'joy war'. Pillars worked on the campaign. The challenge in 2012 was to turn Operation Skol into the biggest, best and most exclusive Carnival event on the Internet, making it the main vehicle, the starting point of the message in all the campaign execution, turning this into the most democratic Carnival of all time, through the use of all digital platforms and exclusive and customised content for the Skol consumers.

Describe how the promotion developed from concept to implementation.
The number of Internet users in Brazil grew 16% last year, a universe of 84m engaged users. Keeping up with this index, the importance of digital media has become crucial, changing from a supporting to a protagonistic role in all the 'Operation Skol' campaign, which made the biggest popular party in Brazil digitally democratic, bringing to all Brazilians the best from all Carnival events, wherever the consumer would be, through the transmission and coverage of the parties all over the country on the Skol portal, YouTube and Terra, all of this under Skol’s viewpoint: fun and light-hearted.

Explain why the method of promotion was most relevant to the product or service.
Instead of doing as every other beer brand in the last few years had, and investing heavily on the big event sponsorships or more recently bidding to join with celebrities to gain visibility, Skol chose to create a promotion to engage the consumers in the 360 brand experience, putting real people on the spot and turning them into celebrities of the street carnivals around Rio de Janeiro, Ouro Preto, Recife, Olinda and Salvador, helping Skol to overshadow other brands of beer and official sponsors of the carnival.

Describe the success of the promotion with both client and consumer including some quantifiable results.
'Operation Skol' was consolidated as the all-time biggest action of the brand, composed of a big promotion on the Internet: a record 365,000 participants, a 70% growth of the Skol fan-page and new registrations and visits to the brand website, with an average 8 minutes of browsing.
In the period between February 16th-21st, the exclusive content and customised projects on Google and Terra added up to 8.5m impacts, a volume larger than the impacts generated on TV channels, numbers built in order to bring the best of Carnival to all: fan page, Terra, and YouTube, through the website, mobile and tablet.