Devassa Promo, Case study PARIS HILTON by Agencia Mood São Paulo

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency Agencia Mood São Paulo
Chief Creative Officer Aaron Sutton
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: AGÊNCIA MOOD, São Paulo, BRAZIL
Entry URL:
Chief Executive Officer: Augusto Marques da Cruz Neto (Agência Mood)
Chief Creative Officer: Aaron Sutton (Agência Mood)
Media Director: Eduardo Lellis (Agência Mood)
Media Manager: Jorge Souza (Agência Mood)
Media Assistant: Angelica Soares (Agência Mood)
Media placement: TV Campaign - 2 Spots - Rede Globo; MTV; SBT; Record; Band - 08/02/2010
Media placement: Magazines - 2 Ads - Veja; Caras; Quem; Contigo; Epoca - 17/02/2010
Media placement: Newspapper - 2 Ads - Destak; Metro - 18/02/2010
Media placement: Radio Campaign - 5 Spots - Oi FM - 08/02/2010

Results and Effectiveness
There were more than 623,000 hits on the site. Less than 24 hours, bemmisteriosa became a hit on Twitter, getting into the Top Trends Brazil for two days, with 44,994 posts on the third day. There was so much commotion that some Internet users made the hashtag #bemmisteriosafail, because they were anxious to discover who the blond was. The product became known to 94% of the target group. Spontaneous media return was on the order of US$11,930,101 which impacted the country’s large critical mass. Sales results showed the achievement of a 1% market share in just one month.

Creative Execution
Twitter was used very efficiently for the first time in Brazil, and gave a big boost to the campaign for launching a new beer in the country. It all began on a Sunday night, when just two inserts were run during the breaks in TV programmes, between 10 and 10:30, showing a classic scene of a photographer in an apartment taking pictures of a mysterious dancing blond. The end of the commercial invited the TV viewer to access the site The site showed only a small keyhole and part of the blond’s body. The big idea was to invite Internet users to tweet with bemmisteriosa. The more tweets, the bigger the keyhole became. There were several guesses, including Lady Gaga and Madonna. No less than 119 blogs commented on the action.

Insights, Strategy & the Idea
The main objective was to launch a new beer brand – Devassa Bem Loura – at a time when the market is hot and consumption is high: Brazil’s Carnival festivities. We chose to base the campaign on the name of the beer – Devassa, which, in Portuguese, and in this context, means sexy, independent, bold, and irreverent – and to gain notoriety at a moment when millions are spent on consolidated and market-leading brands. The choice of Paris Hilton, who is a polemical figure and fits well with the brand’s attributes, helped boost the new brand very quickly, transcending the traditional media. The target group was adult beer drinkers of any gender, over 21 years of age.