END OF THE CATERPILLARS by E21 for Nomolt

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END OF THE CATERPILLARS

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Industry Insecticides
Media Promo & PR, Case study
Market Brazil
Agency E21
Creative Director Pablo Bohrz
Art Director Beto Dias
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: BASF - THE CHEMICAL COMPANY
Product/Service: NOMOLT INSECTICIDE
Agency: E21
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: E21, Porto Alegre, BRAZIL
Editor/Copywriter: Cristiano Werkhauser (E21 Agencia)
Art Director: Beto Dias (E21 Agencia)
Creative Director: Pablo Bohrz (E21 Agencia)
Customer Relations Director: Alberto Meneghetti (E21 Agencia)
Customer Relations Assistant: Kim Gesswein (E21 Agencia)
Planning Director: Luciano Vignoli (E21 Agencia)
Graphic Production: Dinaiara Vieira (E21 Agencia)
Realisation: Nilo Prunes (MacGyver)
Photography: Raul Borges (Estudio Me)
Media placement: AMBIENT MEDIA:SMALL SCALE - POINT OF SALE - 01/06/2009

Results and Effectiveness
This unique clock gained a lot of attention from the public, making a positive impact. Everyone commented humorously on the piece, which increased brand visibility at the time of purchase. Several requests for replicas of the clock were made and, so, BASF produced an additional 200 samples and sent them to farmers as promotional gifts. Product sales in 2009 rose by 17%.

Creative Execution
The strategy included developing a functional clock that clearly and objectively demonstrated the benefits of the product. On the hour-hand is a caterpillar, a leading crop pest. On the minute-hand is the Grim Reaper, who unendingly follows the caterpillar, moving closer and closer. As in a countdown, the Grim Reaper reaches the caterpillar several times throughout the day, showing the benefit of Nomolt® insecticide and its concept: “The end of the caterpillars is near”.

Insights, Strategy & the Idea
BASF requested a simple, objective and unique piece to complement its point of sale campaign. The challenge was to get the attention of the target public and add value to the brand at the time of purchase.