THE FAKE TATOO by Loducca for MTV

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THE FAKE TATOO

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Loducca
Creative Director Cassio Moron, Jose Augusto Guga Ketzer
Art Director Marco Aurelio Monteiro
Copywriter Pedro Guerra
Producer Daniel Costa
Account Supervisor Gisele Kumruian
Released September 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: MTV
Product/Service: PUBLICISE 2011 PROGRAMMING
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Marco Monteiro (Loducca)
Copywriter: Pedro Guerra (Loducca)
Account Group Director: Carmen Assumpção (Loducca)
Account Supervisor: Gisele Kumruian (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Producer: Daniel Costa (Loducca)
Media Director: Kelly Cotta (Loducca)
Media Manager: Camila Fonseca (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Planning Supervisor: Mariana Quintanilha (Loducca)
Marketing Director: Wagner Gorab (MTV)
Marketing Manager: Lilian Chwartzmann (MTV)
Marketing Manager: Ana Penteado (MTV)
Media placement: Newspaper - Meio & Mensagem - 28 February 2011

Summary of the Campaign
MTV Brazil was launching its new 2011 programming. We needed to inform the entire market – marketing, media, and creative professionals – about the new programming, and also position MTV as the only broadcaster to speak directly to young Brazilians. This is why we enclosed a wearable tattoo in the largest advertising market newspaper. The title of the insert was clear: “You’re not advertising on MTV’s new programming? Pretend you fit in and strike a young pose.” But that was just the beginning. We handed the tattoo to Neymar, a young, 19-year old Santos player and a rising star in Brazilian soccer, and asked him to wear it during practice, which is a time when reporters from all around the country generally pay attention. The thousands of advertising and marketing professionals that received the insert on Monday morning were once again impacted throughout the day. On the following days the image of Neymar with his tattooed arm was stamped on the largest portals and newspapers in the country.

The Situation
MTV Brazil was launching its new 2011 programming. We needed to inform the advertising market of this, and also position MTV as the only broadcaster that speaks directly to young Brazilians.

The Goal
The goal of the action was to publicize MTV’s new 2011 programming among marketing professionals, reporters, and the general public.

The Strategy
Tattoos are a universal symbol of youth. We created a wearable tattoo that was used as both an insert and promotional piece. The idea was simple: either you think and act young, or you're just pretending.

Execution
We enclosed the wearable tattoo in the most important Brazilian advertising market newspaper. The title of the insert was clear: “You’re not advertising on MTV’s new programming? Pretend you fit in and strike a young pose.” We also handed the tattoo to Neymar, a young star in Santos Soccer Club and a member of the Brazilian national team and asked him to wear it during practice.

Documented Results
Over 8000 wearable tattoos were inserted and distributed, directly impacting tens of thousands of media professionals, marketing managers, and creative professionals. They were all impacted again – several times – by Neymar’s exposure on the covers of the largest newspapers, magazines, portals, web sites and blogs in the country. Besides generating millions of Reals in spontaneous media, this action helped the station sell all of its sponsorship packages in record time.