COCOA by Neogama for Playboy

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COCOA

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Industry Magazines
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Executive Creative Director Alexandre Gama
Creative Director Marcio Ribas, Wilson Mateos, Wilson Mateo
Art Director Daniel Leitao
Copywriter Marcus Meireles
Account Supervisor Diego Passos
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: EDITORA ABRIL
Product/Service: PLAYBOY MAGAZINE
Agency: NEOGAMA/BBH
Date of First Appearance: Apr 2 2010 12:00AM
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Creative Director: Wilson Mateos (Neogama BBH)
Art Director: Daniel Leitão (Neogama BBH)
Copywriter: Marcus Meireles (Neogama BBH)
Account Director: Luis Tosi (Neogama BBH)
Account Supervisor: Diego Passos (Neogama BBH)
Producer Director: Kiyoshi Talahashi (Neogama BBH)
Producer Assistant: Gloria Gross (Neogama BBH)
Producer Manager: Daniel Terlizzi (Neogama BBH)
Artwork: João Paulo Leitão (Neogama BBH)
Head of Planning: Eduardo Lorenzi (Neogama BBH)
Media placement: Promocional Action - Streets,bookstores, Newsstand - 02/04/2010

Results and Effectiveness
At a very low cost, the action had an impact on potential consumers at some of the most important POPs of Latin America's largest city, generating spontaneous media and buzz among consumers through cellphones and the Internet.

Creative Execution
We created a distinct promotional action in which free gifts were distributed. The gifts looked like chocolates, but they were actually mini Playboys.

Insights, Strategy & the Idea
To advertise Playboy during Easter.The action attracted consumers and drew a connection between the magazine and Easter (as the April edition cover girl is nicknamed Cacau - Portuguese for cocoa).