Antarctica Promo, Case study EX-LOVER BLOCKER by DDB Sao Paulo

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Moacyr Netto, Gustavo Victorino
Art Director Rodrigo Buim, Vitor Signoretti, Pablo Blas
Copywriter Leandro Custo, Vinícius Malinoski
Released September 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: AMBEV
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Gustavo Victorino (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Copywriter: Custo (DDB Brasil)
Art Director: Vitor Signoretti (DDB Brasil)
Art Director: Blas (DDB Brasil)
Art Director: Rodrigo Buim (DDB Brasil)
Media Vice President: Monica De Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Director: Francisco Rosa (DDB Brasil)
Media Supervisor: Felipe Snege (DDB Brasil)
Media Supervisor: Carla Sarno (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Producer/Project Manager: Juliana Tonussi (DDB Brasil)
Production Company: Cricket Design Team (Cricket Design)
Convergence Director: Joca Guanaes (DDB Brasil)
Copywriter: Vinicius Malinoski (DDB Brasil)
Media placement: Mobile - IPhone App - 25/04/2012

Insights, Strategy & the Idea
Guarana Antartica is a soft drink originally from Brazil. Its flavor radiates an energy that makes you want to share with friends. On average, Brazilians have the most friends on social networks in the whole world. They also spend the most hours per week connected to these networks.

Potentialising this market, the brand developed a mobile application that can use the network of each Brazilian Facebook user to propagate brand messages. Such communication channel enabled our brand to be seen by millions of people, spending only with the application development.

Creative Execution
We developed a mobile application called 'Guarana Antarctica Ex-Lover Blocker'. With it, anyone can avoid the danger of going back to their ex-boyfriend/girlfriend. After the application is downloaded, the user registers the ex’s phone number. Every time the user tries to call the ex, a sequence of messages will try to stop the call. If the user still insists, a post will be published in his/her Facebook wall, and all his/her friends will know that this person has tried to call the ex-lover. The application is available on the brand’s Facebook Fan Page, the largest in Brazil, with over 5m fans.

Results and Effectiveness
With zero marketing cost, we have reached a potential target of over 5m brand fans on Facebook multiplied by the number of friends each fan has.