WEIGHT OF THE BRAZILIAN SHIRT by Salles Chemistri Sao Paulo for CENTAURO

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WEIGHT OF THE BRAZILIAN SHIRT

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Industry Apparel, Clothing & Footwear, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Brazil
Agency Salles Chemistri Sao Paulo
Creative Director Hugo Rodrigues, Victor Hayashida
Art Director Nelson Costa, Erico Braga
Copywriter Cristiane Parede
Released March 2010

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: CENTAURO
Product/Service: SPORTS RETAILER
Agency: SALLES CHEMISTRI
Date of First Appearance: Mar 13 2010 12:00AM
Entrant Company: SALLES CHEMISTRI, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Salles Chemistri)
Creative Director: Victor Hayashida (Salles Chemistri)
Copywriter: Cristiane Parede (Salles Chemistri)
Art Director: Nelson Costa (Salles Chemistri)
Art Director: Erico Braga (Salles Chemistri)
Account Executive: Ana Rime (Salles Chemistri)
Production: Rita Vilarim (Salles Chemistri)
Production: Flavio Zamboni (Salles Chemistri)
Production: Marcelo Teixeira (Salles Chemistri)
Media placement: In-Store Action - 120 Centauro Stores - 13 March 2010

Results and Effectiveness
During the 2 weeks of the action, thousands of consumers were impacted in the over 120 Centauro stores throughout the country. This increased sales for the Brazilian shirt to 15% over the original target and drew the Centauro brand closer to the consumer.

Creative Execution
We developed an action in Centauro stores in which consumers could actually 'feel' the weight of 5 of these world titles. A hanger weighing 2kg was specially manufactured to display the Brazilian football jerseys in the store. A hidden camera filmed the unexpected reaction of the people and the footage ended up in specialised sports sites. A simple hanger became an unexpected and impacting communication platform, generating curiosity and buzz at the POS.

Insights, Strategy & the Idea
The Brazilian football team is the biggest winner of the FIFA World Cup, having a total of 5 world championships and being recognised for its distinctive yellow shirt. In Brazil, there is an expression that translates the respect earned by this shirt – it is the 'weight' of the Brazilian shirt. In a country where people breathe football and with the World Cup drawing near, Centauro – the largest chain of sporting goods – could not let this opportunity go by unnoticed.