Canon Promo, Case study BALLOONS by DraftFCB Sao Paulo

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BALLOONS

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Brazil
Agency DraftFCB Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Rezende
Art Director Adriano Alarcon, Rodrigo L Rodrigues
Copywriter Ricardo “Dona” Martin
Photographer Leandro Texeira
Account Supervisor Patrícia Marinho
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CANON
Product/Service: CAMERA
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Feb 9 2011
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Creatiave Officer: Adilson Xavier (Giovanni Draft FCB)
Executive Creative Director: Ricardo John (Giovanni Draftf FCB)
Creative Director/Head Of Art: Ricardo John/Benjamin Yung Jr (Giovanni Draft FCB)
Art Director: Rodrigo L Rodrigues/Adriano Alarcon (Giovanni Draft FCB)
Copywriter: Ricardo Martin (Giovanni Draft FCB)
Photographer: Leandro Texeira
Account Supervisor: Patrícia Marinho (Giovanni Draft FCB)
Account Manager: Isabella Malucelli/Mônica Purcino/Bárbara Conceição (Giovanni Draft FCB)
Advertiser's Supervisor: Wagner Battistel (Canon)
Media placement: ENVIRONMENTAL MEDIA - BEACHES ALONG THE NORTH SHORE OF THE STATE OF SÃO PAULO, BRAZIL - 02/09/2011

Insights, Strategy & the Idea
Our challenge was to promote the launch of the PowerShot D10, Canon's waterproof digital camera. Our target public was wide-ranging: people from the A/B social classes who like to take photos of their trips. Our insight was to execute a guerilla marketing initiative during the summer months in a coastal region of Brazil frequented by a very upscale public. We believed that this way we would talk directly to our target, without any risk of dispersion.

Creative Execution
In order to attain our objectives, we executed a guerilla marketing initiative on beaches in the Ilha Bela region, along the northern coastal area of the state of São Paulo. Large inflatable speech balloons, like those in comic books, featured amusing imaginary dialogues between 2 people supposedly under the water using a Canon D10.

Results and Effectiveness
Ilha Bela received during this summer an estimate of 300,000 tourists (source: North Coast Communication - http://www.costanorte.com.br/?p=3876).
It’s impossible to determine how many people were directly impacted by our action and how many got to know it through someone else's stories and photos.
But what we do know is that sales of the Canon D10 surpassed all expectations and stocks at the Canon Brazil online store are sold out until the present date.
Sorry... Our fault.