I LOVE PORTO by ALMAP BBDO Brazil for Pepsi

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I LOVE PORTO

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Industry Soft Drinks
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released March 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: PEPSICO
Product/Service: BRAND PROMO
Agency: ALMAPBBDO
Date of First Appearance: Mar 10 2009 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Maira Toledo (Almap BBDO)
Media Coordinator: Camila Teixeira (Almap BBDO)
Media placement: Television - SBT - 10 Mar 2009
Media placement: Radio - Atlantida FM - 10 Mar 2009
Media placement: Mobile Bus And Enveloping Bus - Sinergy - 01 Set 2009
Media placement: Shows - Pepsi Hip Hop - 10 Jun 2009

Results and Effectiveness
It reinforced the ties with the population. It generated great incentives for the sales team with point-of-sale materials pointing out the revitalisation of the post cards. Gain of five percentage points in share of market and a significant increase in the consideration of and preference for Pepsi in the city. We also ensured Pepsi's privileged presence around Beira Rio Soccer Stadium, one of the stages for the 2014 World Cup, in which the main competitor is an official FIFA sponsor.

Creative Execution
Creation of the project signature, ‘I tri-love Porto’, taking hold of a local slang. The remodelling works executed were not just plastic adjustments. They were big works such as the restoration of sports courts, cleaning historical monuments, the installation of water fountains and other urban furniture, remodelling of public bathrooms, installation of public light posts (which were deficient) and reformulation of the landscaping. Besides this, a weekly calendar of free cultural activities would invite the population to get to know the revitalised areas and promoted the interaction of people from several different age groups: pocket shows on weekends, theatre workshops, circus and handicraft, street-soccer championships, and the hire of family bicycles for rides in the park. The remodelling initiative and the cultural activities were broadly divulged in the mediums with the greatest reach in the city.

Insights, Strategy & the Idea
The adoption of two of the city's main leisure and entertainment areas brought to Porto Alegre's entire population benefits that city hall alone could not supply financially. Through the project hotsite, Pepsi enabled the population to vote on the improvements that were priorities at that moment and post pictures and videos taken at the revitalised areas where they could declare their love for the city.