VIVO STAMPS by Y&R Sao Paulo for Telefonica

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VIVO STAMPS

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Industry Mobile phones, devices & accessories, Mobile Communications
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director José Borba Maranhão Neto
Copywriter Igor Cabó, Evandro Soares
Released February 2012

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: TELEFONICA VIVO
Product/Service: CELL PHONE PLANS
Agency: Y&R SÃO PAULO
Chief Creative Officer: Rui Branquinho (Y/R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Art Director: Jose Neto (Y&R Sao Paulo)
Copywriter: Igor Cabo/Evandro Soares (Y&R Sao Paulo)
Print Producer: Elaine Carvalho/Robinson Silva (Y&R Sao Paulo)
Account Executive: Leonardo Balbi/Evelin Batista/Vivian Thompson (Y&R Sao Paulo)
Planner: David Laloum/Joao Gabriel/Rafael Rossi (Y&R Sao Paulo)
Media: Gustavo Gaion/Cassiano Oliva/Fabio Moraes (Y&R Sao Paulo)
Advertiser: Cristina Duclos/Tricia Cristilli/Luciana Draghetti (Y&R Sao Paulo)
Media placement: Stamps - Post Office - 8 February, 2012

Describe the objective of the promotion.

Sao Paulo city has the largest number of calls made from prepaid cell phones in the country, but when it comes tophone calls to other cities, few people are willing to spend their credits;since, in Brazil, they can be 4 times more expensive than local calls.

Vivo was launching the lowest rate for long-distance calls in the market. But the resistance to those calls was still so strong and the message clutter of prepaid offers so intense that we needed a differentiated strategy to ham up the benefit of service.

Describe how the promotion developed from concept to implementation.
In order to promote the service and to prove its relevance, the idea was impacting the target audience in the moment they were about to use the main “competitor” for long-distance calls: letter posting.

Through a partnership with Correios, we transformed the postal stamps into ads, spreading the message that it is possible to talk to someone who is far, spending little by cell phone as well.

The stamps were distributed for free at post offices by Vivo promoters, who also informed people about the details of this new product.

Explain why the method of promotion was most relevant to the product or service.
As people are resistant to communication campaigns promoting long-distance calls and, as we didn´t want to get our message lost in the clutter, we chose a place where people do not expect to receive this message and which has total pertinence to the service once many people from this target go to the post office to send letters to relatives in other cities around the country.

Moreover, we were not interruptive. We provided a service to people since the postal stamps were distributed for free.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We turned post offices into an exclusive and unique media channel for the product in a moment of great relevance to ham up the benefit of service.

Not only the activity impacted the people who were posting letters and the others who were there for other reasons, but also it reached those who received the letters in cities all around Brazil.