Ambev Promo, Case study CYAN BANK/ECONOMY SECTION by Loducca

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Marco Aurelio Monteiro
Art Director Fernanda Fajardo E Maria Eduarda Pietro
Copywriter José Arnaldo Suaid E Bruno Bocchese, Jose Augusto Guga Ketzer
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AMBEV
Date of First Appearance: Mar 22 2011
Entrant Company: LODUCCA, Sao Paulo, BRAZIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Copywriter: Guga Ketzer (Loducca)
Art Director: Fernanda Fajardo (Loducca)
Art Director: Maria Eduarda Pietro (Loducca)
Copywriter: Bruno Bocchese (Loducca)
Copywriter: José Arnaldo Suaid (Loducca)
Account Group Director: Fernando Barros (Loducca)
Account Director: Candida Semensato (Loducca)
Integrated Project Director: Jood Nogueira (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Gabriel Queiroz (Loducca)
Media Manager: Silvia Ramazzotti (Loducca)
Media Supervisor: Gabriela Oliveira (Loducca)
Media Assistent: Fernanda Fonseca
Planning Director: Isabella Mulholland (Loducca)
People and Management Vice President: Sandro Bassili (Ambev)
Social And Environmental Relations Director: Ricardo Rolim (Ambev)
Media placement: Newspaper - O Estado De Sao Paulo - 22 March 2011
Media placement: Newspaper - Folha De Sao Paulo - 22 March 2011

Insights, Strategy & the Idea
AMBEV- the largest brewery in the world - has as its main environmental cause the rational use and conservation of water. And water is so valuable that AMBEV decided to create a bank to safeguard it. It’s the CYAN Bank. The first bank in the world to reward its clients for not consuming water.

But how do we turn the creation of this bank into the most important event of the day?

Creative Execution
We transformed the entire economy sections of the two major newspapers in the country into the front page. For the first time ever, Folha de São Paulo and Estadão inverted the order of their papers’ sections. And so the launch of the CYAN Bank became front page news.

Results and Effectiveness
The launch of CYAN Bank had great impact, reaching five thousand new client registrations to date.

The action on the two newspapers totalled over 500 thousand copies, reaching more than 1,420,000 people.