MUSCLE CAR by Age Comunicacoes Sao Paulo for Olla

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MUSCLE CAR

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Brazil
Agency Age Comunicacoes Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos
Copywriter Daguito Rodrigues
Producer Juliana Dantino
Account Supervisor Deborah Lia
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: OLLA
Product/Service: CONDOMS
Agency: AGE COMUNICAÇÕES
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: AGE COMUNICAÇÕES, Sao Pãulo, BRAZIL
Creative Director: Carlos Domingos (Age. Comunicações)
Art Director: Henrique Mattos (Age. Comunicações)
Copywriter: Daguito Rodrigues (Age. Comunicações)
Account Director: Adriana Meirelles (Age. Comunicações)
Producer: Juliana Dantino (Age. Comunicações)
Account Supervisor: Deborah Lia (Age. Comunicações)
Video: EB Produções
Media placement: car - streets of São Paulo - 10th of July 2009

Results and Effectiveness
Besides being mentioned in the general press, the action was filmed and photographed by people on the streets and it appeared on websites, blogs, Flickr on the Internet. The access to the brand’s site went up during the action and had over 30 thousand views.

Creative Execution
We created a car that visited the main parties in São Paulo, and it would shake as if people were actually having sex in it. The choice for a vintage car with tinted windows helped to create an easygoing and upbeat atmosphere. After a while, a couple did come out from the car and would distribute flyers which invited everyone to celebrate Sex Day with Olla.

Insights, Strategy & the Idea
On September 6th, Sex Day is celebrated in Brazil. The condom brand Olla, leader among young people, needed an innovative, easygoing and low-priced action. The budget available did not allow for any impacting campaign using traditional media. This is why we chose a one-time promotion that was fairly cheap, generated spontaneous media and would be spread by people in the spots where most young people can be found: nightlife.