Galleria Promo, Case study TWEET A CLOUD by NBS Rio De Janeiro

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TWEET A CLOUD

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Brazil
Agency NBS Rio De Janeiro
Creative Director Andre Lima, Pedro Feyer
Art Director Guilherme De Almeida Valverde, Jonas Kuhner
Copywriter Miguel Genovese, Fernando Calvache, Sidney Freitas, Cassio Faraco
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: GALLERIA SHOPPING
Product/Service: RETAIL RE-LAUNCH
Agency: NBS
Creative Director: André Lima (NBS)
Creative Director: Pedro Feyer (NBS)
Creative Director: Cassio Faraco (NBS)
Creative Director: Miguel Genovese (NBS)
Copywriter: Cassio Faraco (NBS)
Copywriter: Miguel Genovese (NBS)
Copywriter: Fernando Calvache (NBS)
Copywriter: Sidney Freitas (NBS)
Art Director: Guilherme Almeida (NBS)
Art Diretor: Giuliano Cesar (NBS)
Art Director: Jonas Kuhner (NBS)
Web Production: (Luego)
Media placement: . - . - ..

Summary of the Campaign
To re-launch Brazil’s first open mall, we created a product that nobody else would be able to offer: gift clouds. A machine connected to Facebook and twitter released in the sky of Campinas, a city in the São Paulo state, clouds shaped like hearts, marriage rings and many other heart-warming objects. The action became the talk of town, generated unprecedented interaction on Galleria’s website and brought back the public to enjoy the mall in a different way. More than the campaign itself, it was the buzz about the gift clouds what mobilised people to relate again to the brand Galleria Shopping.

The Situation
Galleria Shopping came to life as a premium mall, but along the years more and more stores, public and status had been lost. Today, Galleria is totally revitalised; luxury brands have joined in; it boasts new decoration; and its open-sky garden has been fully redesigned. Despite all this, its target audience hadn’t rediscovered this mall yet.

The Goal
To bring back the public to Galleria, especially well-to-do neighbours of the mall, which is located in an upscale district.

To deliver a new experience in a mall which was conceived to combine pleasant shopping and great open-sky strolls.

The Strategy
Apparel, accessories, electronics... no matter how different a shopping mall is, it always ends up offering the same line of products. In order to draw attention to the re-launching of Brazil’s first open mall we released a unique product: gift clouds.

Execution
A stand with a cloud machine was put up in the central garden of the mall. The machine generated personalized clouds to be released in the sky of Campinas. Sweethearts dedicated clouds shaped like marriage rings. Mothers were given clouds shaped like hearts by their children. People could be honoured in the most diverse ways, always having Galleria Shopping as the setting. The machine could be used by visitors to the mall or through a tool on Facebook, which was linked with Twitter.

Documented Results
Galleria’s open-sky garden became the talk of town again. Local papers and websites ran stories about it. A new opportunity was created for relationship with the shopping mall. Throughout the 16 days of the action, the mall’s website registered more than 40,000 hits and 10,000 clouds were tweeted.