Kaiser Promo, Case study SECOND BEST BEER AUDIENCE ON BRAZILIAN TV by Fischer+Fala!

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Director Rafael Merel, Marcelo Fedrizzi, Bruno Mendonça
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: HEINEKEN
Product/Service: BEER
Date of First Appearance: Sep 1 2010
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Media Vice President: Adrian Ferguson (Fischer+Fala)
Media Director: Cassiano Oliva (Fischer+Fala)
Media Manager: Eliane Passos (Fischer+Fala)
Media: Juliana Peres (Fischer+Fala)
Account Director: Luiz Villano (Fischer+Fala)
Account Manager: Daniel Chasin (Fischer+Fala)
Account: Bianca Bizello (Fischer+Fala)
Account Vice President: Alex Isnenghi (Fischer+Fala)
Creative Director: Marcelo Fedrizzi (Fischer+Fala)
Digital Media Director: Daniel Gunji (Fischer+Fala)
Creative Director: Rafael Merel (Fischer+Fala)
Creative Director: Bruno Mendonça (Fischer+Fala)
Media placement: Broadcast TV - TV Record - September 2010
Media placement: Internet - R7 - September 2010
Media placement: Social Networks - Orkut - September 2010

Insights, Strategy & the Idea

Kaiser used to be the leader brand in Brazil but nowadays holds a bitter rejection rate of 60% of drinkers. Why?

The product itself is well rated, but the brand is far away from consumers.

To turn this scenario around we would need a strong brand action, something that a classic advertising campaign could not solve by itself.

The inspiration for this movement was closer than we expected, it actually was stuck on the walls inside the bars that sell the brand.

We transformed a simple but well-known annual Kaiser calendar for small bars into a large media happening that has shaken Brazil.

We’ve created a great notorious national contest: The "Miss Kaiser Calendar 2011 "to make this simple bar calendar into a platform for collaborative content and engagement for this distant consumer.

Creative Execution
We have joined strength with the second largest media group, Record , which through its TV channel and its R7 portal gave us the enough visibility to mobilize the whole country around Kaiser.

We’ve created a fixed block on the TV show "Best Brazil" contemplating all stages of the campaign, from the invitation to the participation of Brazilian women to stimulation of male vote, the rankings and the final step with the top 12 voted women.

The presenter Rodrigo Faro, successful and young inspirational for lower classes was our spokesman.

The brand has infiltrated into social networks spotting beautiful women and inviting users to vote.

In prime time we aired a 10´program showing a photo making of with the top 12 chosen by voters.

We printed and distributed the final calendar around bars that sell Kaiser as well as the voting public.

We’ve made the "miracle of impact multiplication.

Results and Effectiveness
Large figures: 10,000 candidates, 22 million TV impacts, 129 times Cannes population, 1.3 million Orkut impacts, 600 thousand impacts on blogs and 250 thousand voters.

In a digital survey of the contest 77% of comments had positive aspects toward the brand, 14% neutral and 6% negative, inversely proportional to the rejection level of the brand.

The final step of the contest was second best in television audience.

The success was so great that the client has already confirmed a new and bigger edition of the contest for next year.