H2oh! Promo, Case study H2OH! SOOOOOO LIGHT by ALMAP BBDO Brazil

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Industry Water
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released November 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: PEPSICO
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Maira Toledo (Almap BBDO)
Media Coordinator: Camila Teixeira (Almap BBDO)
Media placement: Outdoor (Billboard) - Rio de Janeiro (2 Weeks) - 09 November 2009

Results and Effectiveness
A big buzz in town and many comments about our poster exceeded our campaign proposal and made our brand look funny and innovative. At no additional cost, this smart adaptation emphasised the product’s light attribute and the light-hearted brand personality.

Creative Execution
Looking for different executions to show our product lightness, we found a way to catch people’s attention. An H2OH! bottle is floating in the poster. It’s so light one could believe it could break through the panel box. We trusted the idea and fulfilled the layout potential by elevating the poster 60 cm up the ad box.

Insights, Strategy & the Idea
H2OH! is a lightly carbonated soda, a feel-good, tasty and health-conscious refreshment. Our new campaign should grant H2OH! the leading hole in the segment, increase the positive consumer perception towards the brand, and broaden the lightness product proposal. It was a challenge to present the bottle floating as it was presented in TV commercials and make it happen at a significant reach level without an expensive structure. We selected Street Furniture Panels in Rio de Janeiro, the main OOH media in town, evenly distributed throughout the metropolitan area and made a slight change to the installation process to accomplish our mission.