Kapo Promo, Case study THE TREE OF LOVE (TWEETING ORANGE BONSAI) by NBS Rio De Janeiro

Adsarchive » Promo , Case study » Kapo » THE TREE OF LOVE (TWEETING ORANGE BONSAI)

THE TREE OF LOVE (TWEETING ORANGE BONSAI)

Pin to Collection
Add a note
Industry Juice
Media Promo & PR, Case study
Market Brazil
Agency NBS Rio De Janeiro
Creative Director Andre Lima, Pedro Feyer
Art Director Claudia Monteiro, Jonas Kuhner, Miguel Pacheco
Copywriter Andrea Lobato, Miguel Genovese, Siney Freitas
Released October 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: COCA-COLA
Product/Service: KAPO JUICE
Agency: NBS
Creative Director: André Lima (NBS)
Creative Director: Pedro Feyer (NBS)
Copywriter: Miguel Genovese (NBS)
Copywriter: Andrea Lobato (NBS)
Copywriter: Siney Freitas (NBS)
Art Director: Claudia Monteiro (NBS)
Art Director: Miguel Pacheco (NBS)
Art Director: Jonas Kuhner (NBS)
Creative Technologist: Dado Tronolone (NBS)
Web Production: (Ci/T/D3 / Magent Print / Consultoria Botanica De Lirio Plantas E Paisagismo)
Producer: (Vitor Peixoto)
Media placement: ONLINE - web: facebook, twitter, hotsite, tv, radio, press - October 30th 2011

Summary of the Campaign
We created a concept for Del Valle: The secret is caring.

How do you prove that taking care of trees with love results in the best juices? We developed a special project for blogger moms who are the most representative figure of caring.

We created miniatures of orange trees and thanks to sensors connected to modems, they communicated by tweeting. Each time they were cared for or needed anything, they tweeted.

Audiences could see every tweet of caring on social networks.

1 month of the experiment was enough to prove that the secret is caring.

The Situation
We created a concept for Del Valle: The secret is caring. How do you prove that taking care of trees with love results in the best juices? We developed a special project for blogger moms who are the most representative figure of caring.

We created miniatures of orange trees and, thanks to sensors connected to modems, they communicated by tweeting. Each time they were cared for or needed anything, they tweeted.

The audience could see every tweet of caring on social networks.
A 1 month experiment was enough to prove that the secret is caring

The Goal
To launch the new positioning of the brand, namely 'caring is the secret', but this time, targeting a specific public - mothers - and engage with them and encourage them to include Del Valle in the daily routine of their families.

The Strategy

We selected 8 blogger-mothers with strong influence on the universe of families, and a special research project with them was carried and the public could follow the progress live through the internet.

One of the mothers was Ana Maria Braga, one of Brazilian TV’s most important presenters.

Viewers could also follow the caring advice the presenter would give on her show entitled Mais Você (More You).

Execution
We put on a special breakfast event to invite mothers to join the research.
The project was introduced to them. A bonsai orange tree would twit every time it received some love and care. The small tree had sensors for light, water, heat and sound, and, whenever it was treated with affection it would twit automatically.

The blogger-mothers took their trees home and looked after them for a month, proving that their little orange trees would really react to each gesture of love that was given to them.

Documented Results
Mentioned more than 8,000 times on Twitter.
More than 100,000 hits to the website of the research.
A 10% increase in sales.