Ebarrito Promo, Case study BARRITO AUDIO by TBWA\ Milan

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market Italy
Agency TBWA\ Milan
Executive Creative Director Nicola Lampugnani, Paolo Troilo - Francesco Guerrera
Art Director Mattia Montanari
Copywriter Matteo Grandese
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: EBARRITO
Product/Service: LEATHER GOODS
Date of First Appearance: Oct 2 2010
Entrant Company: TBWA\ITALIA, Milan, ITALY
Executive Creative Director: Francesco Guerrera (TBWA \ Italia)
Executive Creative Director: Nicola Lampugnani (TBWA \ Italia)
Art Director: Mattia Montanari (TBWA \ Italia)
Copywriter: Matteo Grandese (TBWA \ Italia)
Media placement: Audio Ambient - Concept Store - 2 Ottobre 2010

Insights, Strategy & the Idea
- Ebarrito is a young fashion brand specialising in leather goods. It's goal was to communicate and promote the opening of it's new flagship store based in the city of Milan.

- All the people who usually walk down the street where Ebarrito was going to open the store were looking forward to knowing what was going to happen on the date shown in the front window.

Creative Execution
During the week that preceded the opening party, the front window of the store was covered with a sticker representing a wooden casket that resembled a box to transport wild animals.
A sentence teaser read: Opening 11.10.2010.

In order to catch attention and the passerby focus to the appointment, we decided to spread the sound effect of an elephant trumpeting from the inside of the store.

Through a system of movement sensors the elephant's sound was triggered at the path of the people in front of the window.

Results and Effectiveness
400+ participants at the opening (from 6 to 10pm).
+60% sales volume during the opening party.