Antarctica Promo, Case study SAMBA'S GOOD ONE by ALMAP BBDO Brazil

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SAMBA'S GOOD ONE

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: AMBEV
Product/Service: BEER
Agency: ALMAPBBDO
Date of First Appearance: Oct 2 2010
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Fábio Cruz (Almap BBDO)
Media Coordinator: Marcelo Carvalhaes (Almap BBDO)
Media placement: Radio - FM O Dia - 02 november 2010
Media placement: Radio - FM O Dia - 03 november 2010
Media placement: Radio - FM O Dia - 04 november 2010
Media placement: Radio - FM O Dia - until now

Insights, Strategy & the Idea
Rio de Janeiro is a priority for ANTARCTICA beer. It’s the only market in Brazil where the brand leads, and keeping that position is a continuous challenge: the city is targeted by the competition due to two major events - World Cup and Olympics.

In order to defend its market leadership, ANTARCTICA has been investing in elements to strengthen the bond between the residents of Rio and the brand.

Rio de Janeiro is the land of Samba. We noticed that despite of its importance, samba had not been getting its due attention from local media: over the years it has lost ground to music genres like ‘funk’ and ‘forró’, regaining its relevance only during Carnival.

ANTARCTICA lead a movement to keep samba alive all year long. Samba represents great tradition, and there was a great opportunity to secure unconditional support of Rio's residents and win their sympathies for the brand.

Creative Execution
We created an activity program in three phases:

1) DISSEMINATION OF THE IDEA:
We created a weekly samba program in the leading radio station. There were also pieces in newspapers, websites and even outdoor media to publicize the program, which nowadays is the only one 100% dedicated to samba.

2) ENGAGING PERSONALITIES:
We hired three current great samba personalities. Artists whose excellence is unanimously agreed upon by those in the know. These musicians become the ambassadors of the platform, with continuous participation both in the radio program and in the brand's activations.

3) PARTNERSHIP WITH POINTS OF SALE
Creating a closer relationship with small establishments, the brand promoted samba gatherings that took turns around the city’s many bars. In the same radio station as the weekly program, daily flashes told listeners where these small shows would take place.

Results and Effectiveness
The movement to re-establish samba throughout the year worked.

Young people who only appreciated the rhythm during Carnival started to join samba gatherings as a part of their social entertainment routine. The older and more traditional crowd supported the initiative that added value to an icon of local culture.

The radio program audience grew 10%, and seeing gains for the rest of the schedule, the station itself started to invest in promoting the show.

The brand kept its leadership and reached a preference rate close to 60%, a record for the category.