TOTALLY COMBING by Talent Marcel for COMBO

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TOTALLY COMBING

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

Credits & Description

Category: Best Use of Newspapers
Advertiser: NET
Product/Service: COMBO BROADBAND PACKAGE
Agency: TALENT
Date of First Appearance: Aug 17 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 Campaingn - Destak - 17 August 2009
Media placement: Newspaper Campaingn - Metro - 2 September 2009

Results and Effectiveness
From the reader’s point of view, the unexpected newspaper names led to a puzzled first reaction. The attention was gained, the campaign explained itself. 900,000 readers impacted in just one day with an instant yet unforgettable message.

Creative Execution

How could we translate the creative concept into a strong media idea? The solution was to “invade” São Paulo’s two main free distribution newspapers – Metro and Destak – creating a major happening on the streets. The tagline “Brazil is totally combing” took over the paper’s names and the readers received our message not only in the front cover but also in capital letters.

Insights, Strategy & the Idea
“Totally Combing” campaign takes over newspaper logos. 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+).