LADIES TIME by 3YZ Digital Perfomance for Renner

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LADIES TIME

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Brazil
Agency 3YZ Digital Perfomance
Art Director Marcelo Armesto
Copywriter Lissandra Guerra
Released September 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: LOJAS RENNER
Product/Service: DEPARTMENT STORE
Date of First Appearance: Sep 9 2010
Entrant Company: 3YZ DIGITAL PERFORMANCE, Porto Alegre, BRAZIL
Entry URL: http://www.3yz.com/PHP/desenvolvimento/arp/cases/renner-tempodemulher.html
Planner: Nicolas Motta (3YZ Digital Performance)
Art Director: Marcelo Armesto (3YZ Digital Performance)
Flash Developer: Manuel Santos (3YZ Digital Performance)
Copywriter: Lissandra Guerra (3YZ Digital Performance)
Account Manager: Priscila Manjabosco (3YZ Digital Performance)
Operations Director: Fabiano Finger (3YZ Digital Performance)
Media Executive: Anelise Santos (3YZ Digital Performance)
Media placement: Digital Campaign - ClicRBS - 9 September 2010

Insights, Strategy & the Idea
LOJAS RENNER’s Ladies’ Time is women’s-only time at RENNER, the period when lingerie and accessories are on sale at the stores. Our job was to show the target (women aged 18 to 35; upper, middle and lower middle classes) how important it is for them to set some time aside just for themselves. There is nothing better than the support of a male compliment to boost that message. Through media in an impacting format, we managed to draw attention and generate greater interaction between the audience and the piece run.

Creative Execution
Women who allowed access to their webcams in the media piece had their faces reflected on a mirror. Then they got a compliment from a man (audio) through the banner, suggesting that they dropped by Renner. We made the most of the different women’s outlets on clicRBS to maximize the campaign results.

Results and Effectiveness
Besides women feeling happier with the compliment we got a CTR way above the market average (2.85%).