COMBO Promo, Case study BRAZIL TOTALLY COMBS by Talent Marcel

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency Talent Marcel
Released September 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: NET
Agency: TALENT
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: TALENT, São Paulo, BRAZIL
General Media Director: Paulo Stephan (Talent)
Media Director: Herbert Gomes (Talent)
Media Supervisor: Claudio Tokio (Talent)
Media Supervisor: Lúcio Shimana (Talent)
Media Assistant: Nany Porciúncula (Talent)
Media placement: Newspaper Campaign - Destak - 10 September 2009

Results and Effectiveness
This message caused instant joy and instant connection with our client’s brand. 450,000 readers were happily impacted this day.

Creative Execution
The media coverage given to the eliminatory games of the soccer World Cup was the strategic opportunity. Our creative tagline – Brazil is totally combing – fitted perfectly. All we had to do was to turn it into a newspaper headline. One of São Paulo’s main free distribution papers – Destak – supported our initiative. “AFTER TOTALLY COMBING ARGENTINA BRAZIL REPEATS THE SHOW AND TOTALLY COMBS CHILE” The above headline was printed in the front cover of Destak newspaper and couldn’t be more happily received by the Brazilian readers, mainly soccer fanatics. Unquestionable impact.

Insights, Strategy & the Idea
To attract and gain new subscribers our strategy was to literally translate the “totally combing” concept into a media happening which generated, at the same time, surprise, interest and sympathy among the target group (AS ABC 18+).