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Industry Shoes
Media Promo & PR, Case study
Market Brazil
Agency BOCA
Creative Director Eduardo Menezes
Art Director Gabriel Gama, Rodrigo Alves Pereira
Copywriter Everton Behenck
Account Supervisor Fernanda Iensen
Released March 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: OPANKA
Product/Service: SANDALS
Agency: BOCA
Date of First Appearance: Mar 8 2011
Entrant Company: BOCA, Porto Alegre, BRAZIL
Creative Director: Eduardo Menezes (BOCA)
Creative Planner: Everson Klein (BOCA)
Technology Planner: Marcelo Quinan (BOCA)
Copywriter: Everton Behenck (BOCA)
Art Director: Rodrigo Pereira (BOCA)
Art Director: Gabriel Gama (BOCA)
Producer Supervisor: Luisa Bettio (BOCA)
PR Supervisor: Bianca Martinez (BOCA)
PR Assistant: Maria Eduarda Barbosa/Natália Pegoraro (BOCA)
Account Supervisor: Fernanda Iensen (BOCA)
Assistant Account Supervisor: Juliana Bier (BOCA)
Executive Producer: Fernanda Borges (BOCA)
Assistant Executive Producer: Pedro Bergamaschi (BOCA)
Media placement: Wristband "Catch n' Kiss" Opanka - The Wrists Of The Target Audience - 08 March 2011

Insights, Strategy & the Idea
The objective was to provide visibility for Opanka, in competition with a leading brand and its heavy investments in mass media during the most important moment for the market in the Brazilian northeast: Carnival in the state of Bahia. The target audience included all Carnival participants, since everyone in the Brazilian northeast wears sandals year round. The strategy was relevant to the client and the target audience because it was useful to consumers at the same time as it took the brand out into the street, creating a tie of affection.
The idea was to make the brand synonymous with what people want more than anything else during Carnival: kisses. To this end, we created a movement. At a party where everybody goes to listen to music and kiss, Opanka combined the two. It created a way of facilitating the kiss at the same time as it invented a form of media.

Creative Execution
A song was composed by Brazil's biggest hitmaker. And the hit became part of the repertoire of Bahia's greatest bands. The subject was kissing and the song explained the game: the wristband of love.
First you meet someone. Then you want to kiss them. That's where the wristband comes in. Just put the wristband on them and you will instantly have a perfect reason to ask for a kiss. A veritable magic trick. Opanka helped people get what they wanted most. They created a tie with the brand and carried it with them in the streets.

Results and Effectiveness
Millions of kisses sponsored by Opanka. Interaction with approximately 8 million people in the streets of Salvador. Streets taken over by thousands of happy people wearing the brand on their arms.
Celebrities wore the wristband. Everybody talked about the action on Twitter. And the brand was present in all of the event's TV broadcasts. Reaching 8 million more people through free media. And the main point: becoming a brand that took part in thousands of people's Carnival stories.