Polar Promo, Case study THE BIG SCORE FROM POLAR by ALMAP BBDO Brazil

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Sergio Mugnaini
Art Director Guilherme Giacomo, Fábio Seidl
Copywriter Luciana Haguiara Almapbbdo
Released January 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: POLAR
Product/Service: BEER
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2010/grenal/eng/
Creative Director: Sergio Mugnaini (AlmapBBDO)
Copywriter: Luciana Haguiara (AlmapBBDO)
Art Director: Guilherme Giacomo (AlmapBBDO)
Art Assistant: Ricardo Pocci (AlmapBBDO)
Production Company: (Conspiração)
Sound Company: (cromo.sônica)
Tecnology: (On Interactive)
Media placement: Internet - website - 01.02.10
Results and Effectiveness
More than 1,000,000 views. Some fans went as far as “stealing” more than 10,000 coins each and counter attacks kept the adrenaline going until the end of the action. Grêmio was able to take the lead and hold it, thus winning the jackpot.
Creative Execution
Polar divided R$ 100,000.00 between Internacional and Grêmio. During one month, fans could visit the website and “steal” coins from their respective rival teams. Each click was worth R$ 1.00.
Insights, Strategy & the Idea
Rio Grande do Sul has its own accent, its own customs, and its own beer brand: Polar. It also has Brazil’s most competitive teams: archrivals Internacional and Grêmio. What does a brand need to do to join these teams on the same campaign and still be loved by the supporters of both?