Perdigao Promo, Case study THE PIZZA DRIBBLE by Wunderman Sao Paulo

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THE PIZZA DRIBBLE

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Industry Fast food, Cafe
Media Promo & PR, Case study
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima, Joao Paulo Martins
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Rafael Willians
Copywriter Rodrigo Cavalcanti, Vinícius Mariano
Designer Vinicius Araujo, Valdemir Franca
Account Supervisor Fernanda Ramalho
Released August 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PERDIGAO
Product/Service: READY-TO-EAT PIZZA
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Associate Creative Director: Joao Paulo Martins (Wunderman)
Art Director: Rafael Willians (Wunderman)
Copywriter: Rodrigo Cavalcanti (Wunderman)
Copywriter: Vinicius Mariano (Wunderman)
Designer: Valdemir França (Wunderman)
Designer: Vinicius Araujo (Wunderman)
Client Service Vice President: Marcus Tavares (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Media Director: Fabiana Baraldi (Wunderman)
Media Manager: Patricia Cardoso (Wunderman)
Media Manager: Valeria Glanzman (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Group Account Director: Melissa Alves (Wunderman)
Account Supervisor: Fernanda Ramalho (Wunderman)
Film Executive Producer: Michel Gubeissi (Fuego Digital)
Film Executive Producer: Daniel Pereira (Fuego Digital)
Media placement: Online - ESPN + Google - 11/05/2010
Media placement: TV - ESPN - 17/05/2010
Media placement: Direct - Direct - 17/05/2010

Summary of the Campaign
Perdigão, the largest food company in Brazil, wanted to use the World Cup to increase sales for its frozen pizzas.

Meanwhile, on the field, the Brazilian National Team was abandoning our greatest traditions: creativity and joy.

So we decided to lead a movement to restore the magic to the playing fields. And instead of creating a campaign, we invented a dribble: the Pizza Dribble.

We had 1.6 million unique visitors to the site and received over 2 thousand videos from consumers.
The Pizza Dribble impacted 25 million people, increasing pizza sales by 22% in the period.

The Situation
Watching football on TV while eating pizza is an irresistible combination for Brazilians. In the midst of thousands of advertisers who were betting on the same strategy, we needed a striking idea to reach our objective.

The Goal
Bearing this in mind, Perdigão, the largest food-company in Brazil, wanted to use the FIFA World Cup to increase sales of its ready-to-eat pizzas.

The Strategy
So we decided to lead a movement to restore the magic to the playing fields. And to support this cause, instead of creating a campaign, we invented a soccer dribble: the Pizza Dribble. Brazil has always stood out in the history of soccer. But in 2010, the pride of the national team fans was shaken. With a bureaucratic style, we abandoned our greatest traditions: creativity and joy.

Execution
We recruited 3 soccer talents to give life to the move. Millions of pizza packages were used to promote the movement. Collectible cards with augmented reality codes were distributed. Special transistor radios were sent to reporters as a direct mail. To promote the idea we partnered with ESPN on TV, radio, online and ESPN’s editorial team became engaged. We also took the streets to teach fans the dribble. To finalize the action, we selected 5 people who best performed the dribble and gave them the opportunity to announce the National Team's games on ESPN during the World Cup.

Documented Results
We had 1.6 million unique visits on the site, and received over 2 thousand videos from consumers. The Pizza Dribble impacted 25 million people, increasing pizza sales by 22% during the World Cup. As for the actual football, during the World Cup we played poorly and were eliminated. But the first time the team was assembled after the Cup, we reached our objective: joy was back on the field.