Skol Print TWITSOUND by F/Nazca Saatchi & Saatchi Sao Paulo

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TWITSOUND

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Art Director Thiago Balzano
Copywriter André Arteze
Released May 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Thiago Balzano (F/Nazca Saatchi & Saatchi)
Copywriter: Andre Arteze (F/Nazca Saatchi & Saatchi)
Moji: Estevão Puggina (F/Nazca Saatchi & Saatchi)
Moji: André Koji (F/Nazca Saatchi & Saatchi)
3D Illustrator: Mauro Araujo (F/Nazca Saatchi & Saatchi)
Technology Director: Paulo Pacheco (F/Nazca Saatchi & Saatchi)
Programmer: Jefferson Russo/Igoralmeida (F/Nazca Saatchi & Saatchi)
Programmer: Rafael Rinaldi (F/Nazca Saatchi & Saatchi)
Project Manager: Aline Verissimo/Vivian Mo (F/Nazca Saatchi & Saatchi)
Planner Team: Guilherme Pasculli/Mark Cardoso (F/Nazca Saatchi & Saatchi)
Account Team: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Christiano Bock/Danielle Cabral (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Francesca Picchi/Cristina Omura (F/Nazca Saatchi & Saatchi)
Agency Producer: Gisele Campos (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Harry Lewis (Ambev)
Advertiser Supervisor: Pedro Earp (Ambev)
Media placement: Social Networks - Twitter - 29 May 2011
Media placement: Social Networks - Facebook - 29 May 2011
Media placement: Paid Media - Entertainement Websites - 29 May 2011

Describe the objective of the promotion.
The primary objective of the action was to publicise the Sensation, which besides being the greatest ballad of electronic music in the world, is considered today the largest entertainment experience on the planet. The other goals were to bring the brand of this target audience (lovers of electronic music) and increase the number of followers on Twitter.

Our strategy was to distribute tickets for the party (they are very sought after and always sell out well in advance), through an action that was happening on Twitter and had a total identification with the fans of electronic music.

Describe how the promotion developed from concept to implementation.
We created an electronic music contest. Every day a famous DJ challenged users with a different song. The twitsound shuffled and cut out the music and users had to reassemble it in the correct order with your keyboard, where each letter was a piece of music. The users were asking for tips on Twitter, which viralised the competition, attracting many participants. About hitting the sequence is classified to the final stage. Now, they had to compose music using keyboards, . The best hit was chosen by the DJ and the results came out the next day on Twitter.

Explain why the method of promotion was most relevant to the product or service.
The contest promoted the Sensation party for millions of people, because he used his own followers as 'media' in Twitter. Moreover, the action was totally devoted to music fans, where users at first challenge a famous DJ and then had to prove their talent, composing their own music, which would be examined by a famous DJ. The contest used Twitter as part of its mechanical action and this is very unprecedented in that social network. We approached the brand's target audience and we have thousands of new followers on Twitter.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We approached this brand consifderavelmente public and increased the number of registered followers. We have 2.5m views, 2.3m unique visitors, average time in the tool was 12 minutes and we have a 1,183% increase in our base register.