Estrela Toys Promo, Case study CARA A CARA by DDB Sao Paulo

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CARA A CARA

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Industry Games
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Sergio Valente
Art Director Daniel Bottas
Copywriter Gabriel Pinheiro
Producer Cricket Design Team
Account Supervisor Ricardo Zanella, Daniel Amorim
Illustrator Caio Botelho
Released November 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: ESTRELA TOYS
Product/Service: BOARD GAME
Agency: DDB BRASIL
Date of First Appearance: Nov 1 2010
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://apps.facebook.com/caracara/
Media Vice President: Monica de Carvalho (DDB)
General Media Director: Patricia Muratori (DDB)
Media Director: Fabricio Andrade (DDB)
Creative Director: Sergio Valente (DDB)
Creative Director: Daniel Bottas (DDB)
Copywriter: Gabriel Pinheiro (DDB)
Art Director: Rodrigo Oliveira "Bolinha" (DDB)
Art Director: Daniel Bottas (DDB)
Production Manager: Gustavo Alves 'Denis' (DDB)
Producer: Cricket Design Team (Cricket Design)
Illustrator: Caio Botelho (DDB)
Account Supervisor: Ricardo Zanella (DDB)
Account Supervisor: Daniel Amorim (DDB)
Advertiser's Supervisor: Carlos Tilkian (Estrela Toys)
Advertiser's Supervisor: Aires Fernandes (Estrela Toys)
Advertiser's Supervisor: Rodrigo Passeira (Estrela Toys)
Media placement: Social Media - Facebook - 1/11/2010

Insights, Strategy & the Idea
To reactivate the image of one of the most famous guessing games, we created Face to Face in Facebook. The pieces of the game were the users’ own avatars and their network of friends. The game’s objective was to guess the friend the opponent had chosen and to do that one asked yes or no questions. Users could also print friends to play on the Board and, by offering the buy button we created a new sales channels. We increased the sales in 40% compared to the same period in 2010 and there were 450,000 players involved.

OBJECTIVE

Restore the game’s reputation to the target that uses social networks as a means of entertainment and in this way increase the game’s sales

Creative Execution
We turned the board game into a Facebook game, in which every user profile was a piece of the game. And there was also the possibility of users printing the pieces with their friends’ avatars to play on the board.

Results and Effectiveness
More than 450 thousand users in 94 countries played the game during an average of 16 minutes, and there were a total of 2.6 million questions made. There were approximately 90 thousand application invitations sent by friends. There were 5 thousand clicks on the buy button, which generated an increase of 40% in sales, besides new revenue for the client in commercialized spaces of online retailers inside the application.