ANNIVERSARY OF SÃO PAULO by Y&R Sao Paulo for O Estadao De Sao Paulo

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ANNIVERSARY OF SÃO PAULO

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Industry Newspapers
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Atila Francucci
Art Director Pedro Paulino
Copywriter Juliana Furtado
Account Supervisor Sylvia Panico
Released January 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: O ESTADO DE S.PAULO
Product/Service: NEWSPAPER
Agency: Y&R
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: Y&R, São Paulo, BRAZIL
Vice President Creative: Marco Versolato (Y&R)
Creative Director: Atila Francucci (Y&R)
Copywriter: Juliana Furtado (Y&R)
Art Director: Pedro Paulino (Y&R)
Account Supervisor: Sylvia Panico (Y&R)
Planner: David Laloum (Y&R)
Image Bank: Opcao Brasil Team (Opcao Brasil)
Advertiser's Supervisor: Rogerio Machado (O Estado de S.Paulo)
General Media Director: Gleidys Salvanha (Y&R)
Media Account Director: Gabriela Ben David (Y&R)
Media Supervisor: Rafael Leal (Y&R)
Media placement: Newspaper - O Estado De SP - 25 January 2010

Results and Effectiveness
The client spent just R$6,589,00 on the ad, didn’t have any expenses with media since its own vehicle was used, and reached around 208,000 readers. The ad was an innovative initiative from the newspaper and this initiative integrated its ongoing campaign, whose concept was: Amplify, question, update your knowledge. The piece, as a tribute to São Paulo, has reinforced the proximity of the brand with the city’s dwellers.

Creative Execution
On January 25, 2010, the newspaper featured a fake front cover celebrating the city of São Paulo in its 456th anniversary. By replacing the words “O Estado” with the word “Aniversário” (“Anniversary”), the cover gave readers the impression that the newspaper had changed its name to “Aniversário de S. Paulo” (“Anniversary of São Paulo”). The message continues inside the front cover: Culture. Business. Fashion. Politics. Economy. Society. Arts. History. Food. Sports. Science. Technology. São Paulo, 456 years generating knowledge. A tribute from O Estado de São Paulo. Only one channel was used, the newspaper itself, which “changed” its name for one day to pay tribute to the city.

Insights, Strategy & the Idea
The objective was to create a tribute from the O Estado de São Paulo newspaper to the city of São Paulo on its 456th anniversary. The target audience is composed of people in the A and B classes, over 16-years-old, resident in the São Paulo state. The readers are faithful because the articles are detailed; its journalists dig deeply into each news report. When these consumers read the competing newspaper they feel deprived of information. Pay tribute to São Paulo in an innovative format that would grab the attention of the target. To the client it was relevant for making the most of an opportunity to promote its brand; to the target audience it was relevant because they realised how the newspaper values the city that it shares its name with.