SOCIAL WALL by DDB Sao Paulo for Telhanorte

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SOCIAL WALL

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Joao Carlos Mosterio, Daniel Bottas
Art Director Gabriel Pinheiro, Leonardo Rotundo
Copywriter Helio Gualberto
Released March 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: TELHANORTE
Product/Service: TILE STORE
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Daniel Bottas (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Art Director: Leonardo Rotundo (DDB Brasil)
Copywriter: Helio Gualberto (DDB Brasil)
Art Director: Gabriel Pinheiro (DDB Brasil)
Programmer: Fernando Kreigne (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Internet - Site - 03/12/2011
Media placement: Internet - Facebook - 03/12/2011

Describe the objective of the promotion.
Telhanorte is Brazil’s leading construction store chain. With more than half a million square feet of flooring and surfaces sold annually, it’s the number one choice for customers who are looking to build or remodel their homes. To increase sales and bring the brand closer to younger consumers who are not yet thinking of building or remodeling, we needed to come up with something to update the brand and at the same time reach younger consumers.

Describe how the promotion developed from concept to implementation.
We were aware of the fact that young people are heavy users of social networks. So the best way to reach out to them was using the same habitat: Facebook. We decided to associate the images that the users post on Facebook to Telhanorte’s best selling product: the tile. We created the Social Wall, an application linked to Facebook, which allowed users to pick pictures from their profiles, albums or their friends’ profiles, format them to their liking and print them on tiles. This way, their memories materialized and were displayed on walls in their homes.

Explain why the method of promotion was most relevant to the product or service.
We turned Telhanorte’s best selling product, the tile, into a tool to keep the consumers’ memories forever. Their friends and memorable moments are now physically displayed, connected to Telhanorte forever. The brand became present in customers’ everyday lives. It was associated with their friends, their moments, their emotions. The sales of printed tiles were a success and the product is now sold at TelhaNorte.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The client was very happy with the results. Young people now look at Telhanorte as an innovative and trusted brand. More than 28 thousand Facebook users built their Social Walls, and it had more than 1 million page views. More than 80 thousand tiles were printed and delivered to clients. The product is now part of the Telhanorte’s inventory and sales are still increasing.