TRAINEE by Loducca for Ambev

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TRAINEE

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency Loducca
Creative Director Joana Monteiro
Art Director Rodrigo Mavuchian, Marcelo Anache E Guilherme Jorgetti
Account Supervisor Cândida Semensato
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AMBEV
Product/Service: BEVERAGE COMPANY
Agency: LODUCCA MPM
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: LODUCCA MPM, São Paulo, BRAZIL
Entry URL: http://www.traineeambev.com.br/
Creative Director: Joana Monteiro (LODUCCA.MPM)
Art Director: Marcelo Anache (LODUCCA.MPM)
Internet Planner: Rodrigo Krammes (LODUCCA.MPM)
Art Director: Rodrigo Mavuchian (LODUCCA.MPM)
Consulting: Rui Rodrigues (LODUCCA.MPM)
General Account Director: José Boralli (LODUCCA.MPM)
Account Supervisor: Cândida Semensato (LODUCCA.MPM)
Account Director: Gisele Pansera (LODUCCA.MPM)
Media Director: Daniel Chalfon (LODUCCA.MPM)
Media Group Director: Gabriel Queiroz (LODUCCA.MPM)
Media Supervisor: Silvia Ramazzotti (LODUCCA.MPM)
Media Assistant: Gabriela Oliveira (LODUCCA.MPM)
Media placement: Social Media - Twitter - 20/07/2009
Media placement: Social Media - Orkut - 20/07/2009
Media placement: Social Media - Linkedin - 20/07/2009
Media placement: Social Media - Blog - 20/07/2009
Media placement: Social Media - Crowdsourcing Sites - 20/07/2009

Results and Effectiveness
With great impact on this specific target, over 345,000 visitors spent on average more than 5 minutes on our website. Sixty thousand applicants applied for the 2010 AmBev trainee programme, an increase of 20% over the previous year. The company is now deeply associated with the word trainee. On Google we moved from the 3rd page on the organic search of Google Brasil, to the number 1 result, even above the Wikipedia quote for “trainee”. The most important business magazine in the country recognised the campaign for its creation the most disputed trainee selection programme in the country.

Creative Execution
Our strategy was to concentrate the efforts inside the social networks environment, close to where our target is found, establishing a relationship with them and allowing prospective applicants to learn about the company from people from within AmBev. An exclusive application for Orkut, the largest social network in Brazil, was created containing a game so users could challenge their peers and virally promote the AmBev trainee programme. Seeding of information among popular college communities and business administration blogs spread the word around the web about the 2010 AmBev trainee programme. With blogs by current trainees, and chats with key executives from the company, including the CEO, we could really show what it is like to work at the company and so attract an impressive number of qualified young talent.

Insights, Strategy & the Idea

AmBev is a Brazilian beverage company, part of AB-Inbev, the largest brewery in the world. Its trainee programme is famous for having started the careers of several top executives in the company, including one former CEO. But Ambev was facing strong competition in recent years from other companies in attracting top young talent. Its image as an aggressive company and use of traditional methods for reaching prospective talent was not helping build the corporate image among this key group.