FREEDOM TO WALK ANYWHERE by FIEBRE for Ipanema

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FREEDOM TO WALK ANYWHERE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Chile
Agency FIEBRE
Director Vladimir Fuentes
Released November 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: DYS
Product/Service: IPANEMA FOOTWEAR
Agency: FIEBRE
Date of First Appearance: Nov 3 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Director: Vladimir Fuentes (OMD Chile)
Supervisor: Alejandro Tobar (OMD Chile)
Planner: Rainier Machuca (OMD Chile)
Assistant: Caterina Lander (OMD Chile)
Account Director: Soledad Astaburuaga (Fiebre)
Account Executive: Carolina Larach (Fiebre)
Media placement: Bus Stop - Panels - Santiago - 1 Noviembre 2009

Results and Effectiveness
We managed to exceed projected sales by 68%. By the first month, the product was out of stock. The colour sandal trend was established in Santiago, where young people accepted the challenge of freely taking their feet out for a walk.

Creative Execution
We chose the most-read newspaper among young people. There, we managed to create a variety of formats and interventions in the layout design. This enabled us to boost the impact factor in order to communicate with our target group. Ipanema sandals literally walked through the newspaper. They crossed pages and flooded them with different colors, thus getting the brand’s free and fun spirit across.

Insights, Strategy & the Idea
The challenge was to advertise a new line of “fun and low-priced” sandals sold in Líder Supermarket stores. We needed to communicate the brand’s youthful and playful spirit to young people. Strategy Break established patterns and give the sense of freedom which characterised this new sandal.