Magazine Luiza Promo, Case study POPCORN SOFA by Ogilvy Sao Paulo

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Industry Household maintenance & pet products, Home Furniture, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Anselmo Ramos
Art Director Diego Machado, Bruno Ribeiro, Pedro Izique
Copywriter Hugo Veiga, Eduardo Marques Porto
Producer Antonio Carlos Goncalves
Released April 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Product/Service: SOFA´S WEEK
Date of First Appearance: Apr 17 2011
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Executive Creative Director: Anselmo Ramos (Ogilvy)
Creative Director: Eduardo Marques (Ogilvy)
Copywriter: Hugo Veiga (Ogilvy)
Copywriter: Eduardo Marques (Ogilvy)
Art Director: Bruno Ribeiro (Ogilvy)
Art Director: Pedro Izique (Ogilvy)
Art Director: Diego Machado (Ogilvy)
Account Director: Daniela Paris (Ogilvy)
Producer: Antonio Carlos (Ogilvy)
Mounting: Matias (Ogilvy)
Account Manager: Alessandro Viçoso (Ogilvy)
Account Manager: Roberta Meschiatti (Ogilvy)
Account Manager: Daiane Bernardes (Ogilvy)
Planner: Daniela Bombonato (Ogilvy)
Media placement: Bag Of Popcorn - In-Store Sampling And Direct Mail - April 17th 2011

Insights, Strategy & the Idea
We made a bag of microwave popcorn that turns into a tiny sofa when it pops, surprising the consumer, to promote Magazine Luiza's Sofa Week: great discounts up to 30% off.

Creative Execution
The best way to watch TV is seated on a comfortable sofa, eating a bag of popcorn, and we turned it into a great opportunity to grab the consumer's attention: with a bag of popcorn that it´s transformed into a tiny sofa.

Results and Effectiveness
The surprise, along with the 30% discount offer, resulted in sales of 7500 sofas - an increase of 17% compared to a normal week.
Even nowadays clients arrive at the stores asking for the Popcorn Sofa.