BRAIN MACHINE by Borghi/Lowe Sao Paulo for Revistaria D'amauri Books And Magazines

BRAIN MACHINE

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Industry Magazines, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Daniel Massih
Copywriter Danilo Scatigno
Released February 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: REVISTARIA D'AMAURI
Product/Service: MAGAZINE STORE
Agency: BORGHIERH/LOWE
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (Borghierh/Lowe)
Executive Creative Director: Erh Ray (Borghierh/Lowe)
Creative Director: Fernando Nobre (Borghierh/Lowe)
Art Director: Daniel Massih (Borghierh/Lowe)
Copywriter: Danilo Scatigno (Borghierh/Lowe)
Media placement: Magazine Rack - Gym - 01/03/2010

Results and Effectiveness
The action created buzz in the gyms and helped strengthen the cool, young image of the brand. There was also an increased flow of clients at the store during the campaign.

Creative Execution
We created a new exercise machine for gyms consisting of a piece of apparatus on which the user simply sits and reads. It comprised a magazine rack containing books and magazines from the store alongside a bench for readers. The board on the magazine rack read "Exercise the part that controls all your muscles".

Insights, Strategy & the Idea
Foster interest in reading to attract new clients and increase the number of consumers frequenting the D'Amauri magazine store. The idea had to have a low production cost.