Carefree Promo, Case study INTERACTIVE MOVIE THEATER by Borghi/Lowe Sao Paulo, Bullet, Ginga Interactive

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INTERACTIVE MOVIE THEATER

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Brazil
Agency Borghi/Lowe Sao Paulo
Agency Bullet
Art Director Gustavo Lima, Pedro Gama
Agency Ginga Interactive
Released July 2010

Credits & Description

Category: Best Use of Screens
Advertiser: JOHNSON AND JOHNSON
Product/Service: CAREFREE
Agency: GINGA INTERACTIVE
Agency: BULLET
Agency: BORGHIERH/LOWE
Date of First Appearance: Jul 7 2010
Entrant Company: GINGA INTERACTIVE, Sao Paulo, BRAZIL
Executive and Strategy Director: Pedro Murray Del Priore (Ginga Interactive)
Operations and Media Director: Paulo Martinez (Ginga Interactive)
Director of Creative Production and Integrated Media: Naomi Covacs (Ginga Interactive)
Director of Technology and Interactive Development: Anderson Arboleya (Ginga Interactive)
3D and Special Effects: David Hoffmann (Ginga Interactive)
Senior Planner: Karina Corcs (Ginga Interactive)
Art Director: Gustavo Lima (Ginga Interactive)
Art Director: Pedro Gama (Ginga Interactive)
Programer: Henrique Matias (Ginga Interactive)
: Pedro Murray Del Priore (Ginga Interactive)
Media placement: Digital Movie Theater - Auwe - 8 July 2010

Insights, Strategy & the Idea
CAREFREE is a leading panty- liner brand in Brazil among women 35+. There was a need to gain popularity among a younger audience, from 18 to 30 years old. CAREFREE campaign concept was "Preserver your incantation for a longer time with CAREFREE". The main campaign character was "fairy", who tries not to become a pumpkin. We then try pushing the campaign concept to another level.

Our target audience is heavy mobile phone users and a very digital driven social group. They frequently go to movie theatres, within an average of 2 times per month.

Our solution was combined digital movie theatres and mobile phones, creating a unique and very interactive communication platform. Our main goal was not only to engage the public but also to enhance and transmit a CAREFREE young and modern brand positioning.

Creative Execution
A never before seen campaign stunt and platform, transforming the movie theatre in a videogame, using a new platform.

The platform was launched on the Twilight Eclipse movie premiere in Brazil, targeting the client’s audience bull’s eye.

Instead of only previewing commercials before the movie starts, we invited the audience to join a game on the movie screen. An animation was created explaining how easy it is to play
All you had to do was call a phone number, and you’re in. Your cell phone became a joystick and everyone in the game controlled their own fairies.

The campaign lasted a whole month in a digital movie theatre – reaching more or less 10,000 people in each session. The responses to the game were extremely positive.

Results and Effectiveness
» Estimated impact of the campaign was over 535,000 people in 1 month.
» The campaign was mentioned spontaneously in over 150 news channels, blogs and others.
» Throughout a research we found target audience feedback on the CAREFREE brand was very positive.