Devassa Promo, Case study THE CZECH GIRLS OF BRAZIL by WoodyComRosetto

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency WoodyComRosetto
Creative Director Mr. Jader Rossetto
Creative Thiago Elias, Mário Lins
Released March 2011

Credits & Description

Category: Best Use of Branded Content & Sponsorship
Creative Director: Jader Rossetto (WoodycomRossetto)
Creative: Mario Lins (WoodycomRossetto)
Social Media: Thalita Alves (WoodycomRossetto)
Social Media: Vinicius Yamada (WoodycomRossetto)
Approval: Lucas Afonso (CBBP Companhia Brasileira De Bebidas Premium)
Approval: João Noronha (CBBP Companhia Brasileira De Bebidas Premium)
Approval: Paula Sampaio (CBBP Companhia Brasileira De Bebidas Premium)
Creative: Thiago Elias (WoodycomRossetto)
Media placement: TV Show - 8 Sketches - Rede TV - 03 April 2011
Media placement: VLogs - Online Blog/twitter/facebook/YouTube - 05 March 2011

Insights, Strategy & the Idea
CBBP wanted to launch a new beer 'Proibid' in a market completely overrun by the competitors. To provide some qualification to the product, we suggested the beer should be made according to a recipe from the Czech Republic, the place where the pilsen beer was born. So we created a strategy to put the Czech Republic in the minds of the Brazilian people as a fun and exotic place, with gorgeous women and great beer. We needed to create a launch campaign without making a huge media investment. So we used digital unpaid media channels to carry our branded content: 30 videos about two hot Czech girls willing to spend their vacations in Brazil and asking for tips on their blog. One of the most viewed TV Shows in Brazil invited our characters and unknowingly helped launch the 'Proibida' beer.

Creative Execution
We launched the campaign with a Twitter account, a Facebook profile and a single video published in the character's blog. In this video, the czech girls presented themselves and explained they loved Brazil and were planning a vacation trip. Then they sent e-mails to social media power influencers asking for help in spreading their video. The video went viral and was posted across all the blogosphere, ending up in news portals and newspapers. In just one week the czech girls became webcelebrities. After a few weeks and 20 more videos, one of the most watched TV Shows in Brazil - "Panico" - invited them to star a Reality TV Show. During 8 weeks the TV Show promoted the Proibida Beer without knowing it. The girls kept repeating the beer name and slogan over and over on primetime national TV. But no one had a clue about it yet.

Results and Effectiveness
#1 on the Twitter Trending Topics in Brazil

6 times on the Twitter Trending Topics in Brazil

131,000+ followers on Twitter

Over 3 million views on YouTube

80 minutes of free exposition on a primetime national TV Show

Over 50 million people impacted by the campaign

ROI – The campaign was created for less than US$150K but earned and equivalent of US$20MM.

The launch of Proibida was a huge success.

And the campaign was elected as the 2nd Most Important Advertising Fact of 2011 by the Brazilian advertising media.