Gomes Da Costa Promo, Case study AQUARIUM MACHINE by J. Walter Thompson Sao Paulo

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Industry Canned Food, Seafood
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Andrea Siqueira, Roberto Fernandez, Mario D' Andrea, Ricardo John, Roberto Fernandez David
Art Director Rinaldo Ferrarezzi, Fabio Santoro, Alexandre Tommasi, Rafael Borges
Producer Flavio Colella, Fabio Sato
Account Supervisor Luciana Rodrigues, Gustavo Nobre, Rafael Freitas, Bruno Yantob
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: GOMES DA COSTA
Product/Service: BREADED HAKE
Date of First Appearance: Mar 29 2011
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D'andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director: Andrea Siqueira (JWT)
Art Director: Fábio Santoro (JWT)
Art Director: Alexandre Tommasi (JWT)
Agency Producer: Fabio Sato/Flavio Colella (JWT)
Art Buyer: Renata Sayão/Vanessa Nunes/Paula Ferrari (JWT)
Account Supervisor: Luciana Rodrigues/Rafael Freitas/Gustavo Nobre/Bruno Yantob (JWT)
Planners: Ken Fujioka/Joyce Moraes/Marcelo Bazan (JWT)
Media Team: Ezra Geld/Aline Moda/Daniela Heredia/Valdete Flor/Amaury Magalhães (JWT)
Media placement: Vending Machine - Restaurant Equilibrium Inside Competition Gym - 29/03/2011
Insights, Strategy & the Idea
We needed to promote fresh ready-to-eat Tuna salad, from GOMES DA COSTA, leading fish company in Latin America.
Creative Execution
GOMES DA COSTA has the concept "the best the ocean has to offer". Since March 2011, this concept has been literally exposed, life-size, shaped like a vending machine with a large real-life aquarium in some gyms in São Paulo.
Live fish and corals in a non-refrigerated machine that sells a line of healthy products, ready-to-eat tuna and sardine.
Because of the aquarium, the vending machine requires a careful weekly maintenance, which once again reinforces the care and expertise of GOMES DA COSTA in bringing the best of the ocean to consumers.
Results and Effectiveness
The entire first stock of the vending machine sold in three days.
7,000 students at the gym impacted a week.
Mentioned in Veja, the weekly magazine equivalent to Time magazine in Brazil.