EXCLUSIVE BEACH FOR SALE for Akatu Institute For Conscious Consumption

EXCLUSIVE BEACH FOR SALE

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Environmental PR
Advertiser: AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION
Product/Service: CONSCIENTIOUS CONSUMPTION AWARENESS
Chief Executive Officer: Jaques Lewkowicz (Lew´Lara\TBWA)
Creative Vice President: André Laurentino (Lew´Lara\TBWA)
Creative Director: Felipe Luchi (Lew´Lara\TBWA)
Creative Director: Victor Sant´Anna (Lew´Lara\TBWA)
Art Director: Pedro Rosa (Lew´Lara\TBWA)
Writer: Roberto Kilciauskas (Lew´Lara\TBWA)
Media Team: Luiz Ritton/Francis Bego (Lew´Lara\TBWA)
Media placement: Newspaper - O Estado De S. Paulo - 20-22 November
Media placement: TV commercial - TV Globo - 20-22 November
Media placement: TV Journalistic Content - TV Globo - 20-22 November
Media placement: OOH - São Paulo, Rio De Janeiro, Brasilia, Recife - 20-22 November
Media placement: Air Plane Banner - Beach - 20-22 November
Media placement: Website - National - 20-22 November
Media placement: Folders - São Paulo, Rio De Janeiro, Brasilia, Recife, Florianopolis - 20-22 November
Media placement: pop up stands - São Paulo, Rio De Janeiro, Brasilia, Recife, Florianopolis - 20-22 November
Media placement: social networks - facebook and twitter - 20-22 November

Summary of the Campaign

Brazil is experiencing a fenomenal economic growth. Akatu, an NGO for conscientious consumption, wanted to alert about the impact of what we buy. Our challenge was to do this when all Brazilians care about is buying and buying. So we created the ultimate consumption extravagance: a pretend real estate venture built ON the beach sand itself. What if to live on the beach you had to make it disappear? To make people believe that the building was for real, we built real sales stands, with sales people, 3D models, plans, folders, we ran ads, created the venture’s website, we even had an airplane banner. We also had… hidden cameras. We taped consumers’ reaction. More than 60% wanted to buy it! Our challenge was to make the whole country know about it. And stop, think and debate the cause. Our concept was so strong that Rede Globo, Brazil’s largest TV station, embraced it. We tested experiment all over Brazil, taping consumers’ reactions. This became a two part story that opened Globo’s main news show two Sundays in a row. Prime time TV for free. More than 130 million people were reached. Over US$ 9 million worth of media.

The Goal

Brazil is now a major player in the economic scene. More growth, more jobs, more consumption. For the first time ever, the majority of Brazilians belong to the middle class. This seems like the perfect situation to talk about conscientious consumption. But it’s hard to get people to stop and think when all they care about is buying. With a limited budget, an NGO like Akatu can only count on strong ideas, and great PR.

Results
With a limited budget we reached over 130 million people all over Brazil. That’s more than the whole population of France, Spain or Japan. We had authorities commenting on the issue of conscientious consumption. Discussions went on blogs, sites and social networks. We made a country stop the frenzy of consumption and think about the impact of what we buy. And the campaign contributed to the development of a developing country. The idea earned us over 9 million dollars worth of media. Not bad for a client that believes in the good use of money and conscientious consumption.

Execution
We built real sales stands with sales people, a 3D model, plans, banners, folders, we ran ads, created the venture’s website, we even had an airplane banner. We also had… hidden cameras. We taped consumers’ reaction to the flats. Over 60% wanted to buy it! The result was so powerful that Rede Globo, Brazil’s largest TV station, got interested. We made the idea 4 times bigger, with buildings like this all over the country. More sale stands, folders, banners, etc… It all evolved into a news story that opened TV Globo’s main news show two Sundays in a row. Prime time TV for free. The internet registered viewers opinions. And the discussion exploded on blogs, websites and social networks.

The Situation

Brazil is now a major player on the economic scene. More growth, more jobs, more consumption. For the first time ever, the majority of Brazilians belong to the middle class. This seems like the perfect situation to talk about conscientious consumption, but it’s hard to get people to stop and think when all they care about is buying. With a limited budget, an NGO like Akatu can only count on strong ideas, and great PR.

The Strategy
We created the ultimate consumption extravagance: A pretend real estate venture built on the beach. Not at the beach, ON the beach, on the sand itself. We also made people believe it was for real. This would pose a question: what if to live on the beach you had to make the beach disappear?