CNA Language School Promo, Case study SNACK AULAS by Cheil Sao Paulo


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Industry Language schools
Media Promo & PR, Case study
Market Brazil
Agency Cheil Sao Paulo
Art Director Caio Grafietti E Alessandro Cassulino
Copywriter Sergio Scarpelli E Fabio Pinheiro
Producer Marcos Tsuda
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: CNA
Product/Service: ENGLISH SCHOOL
Date of First Appearance: Oct 1 2010
Entrant Company: CHEIL BRASIL, Sao Paulo, BRAZIL
Executive Creative Director: Alessandro Cassulino (Cheil Brasil)
Creative Director: Fábio Pinheiro (Cheil Brasil)
Art Director: Alessandro Cassulino (Cheil Brasil)
Copywriter: Fábio Pinheiro (Cheil Brasil)
Ilustrator: Alex Matsumoto (Cheil Brasil)
Ilustrator: Daniel Botossi (Cheil Brasil)
Producer: Marcos Tsuda (Cheil Brasil)
Art Buyer: Ana Hagopian (Cheil Brasil)
Account supervisor: Milne Gomes (Cheil Brasil)
Advertiser´s Supervisor: Leonardo Cirino (CNA)
Account Manager: Luis Lui (Cheil Brasil)
Planner: Katia Barros (Cheil Brasil)
Image Maker: (Mastermind)
Media placement: Packaging - CNA Schools - July 2010

Insights, Strategy & the Idea
The product Snack Aulas was developed due to a very significant point: English course chains in Brazil are so dependable on market seasonality. There are two main periods to captivate students: one during the first semester and another during the second one. Historically, the best results happen during the first semester. Snack Aulas greatest challenge, which was launched during the second semester of 2010, aimed to potentialize the period's result, equalizing or overcoming the results from the first semester of the same year, increasing the amount of students as well.

Besides other divulgation materials, a pioneering action was created: real snacks distribution. The responsible to explain the product was the snacks package itself. As the theme was a "trial", why not school promoters offering snacks in a guerrilla action?

Creative Execution
The creative solution was to use the packaging of chips to explain what was the product. And it was very important because we could pass an important message and most of all a toast to distribute to consumers.

Results and Effectiveness
Half million packs of CNA SNACKS were produced. In a record time of three weeks these packs were over. This was for sure one of the most successful actions in the last years headed by CNA marketing department and into the language school category as well. 45,000 enrollments occurred due to Snack Aulas, increasing the client basis in 20%.

The investment was about R$ 5 million, including advertising guerrilla actions. The payback was about
R$ 54 million including new enrollments and didactic material sale to CNA franchisees.