BARBECUE INFOGRAPHIC by F/Nazca Saatchi & Saatchi Sao Paulo for Skol

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BARBECUE INFOGRAPHIC

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Joao Linneu, Rodrigo Castellari, Theo Rocha, Carlos Di Celio
Art Director Marcio Leitão | Pedro Pinhal
Account Supervisor Marcello Penna | Carmen Rodriguez | Danielle Cabral
Released December 2012

Credits & Description

Advertiser: AMBEV
Agency: F/NAZCA SAATCHI & SAATCHI
Category: Best Use of Print
Media: Cristina Omura (F/Nazca Saatchi & Saatchi)
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcello Penna (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Coprywriter: Rodrigo Visconti (F/Nazca Saatchi & Saatchi)
Coprywriter: Adriana Leite (F/Nazca Saatchi & Saatchi)
Account Supervisor: Carmen Rodriguez (F/Nazca Saatchi & Saatchi)
Account Supervisor: Danielle Cabral (F/Nazca Saatchi & Saatchi)
Planner: Gabriel Morais (F/Nazca Saatchi & Saatchi)
Planner: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Planner: José Porto (F/Nazca Saatchi & Saatchi)
Art Director: Pedro Pinhal (F/Nazca Saatchi & Saatchi)
Media: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Media: Vivian Simões (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno (F/Nazca Saatchi & Saatchi)

Execution
'Superinteressante' magazine serves the information and solves the biggest curiosities of youth universe. With its editorial context in mind, and the great power over their young audience, Skol and the agency’s media team decided to look at the almost 10 million fans in Skol’s Facebook page, stimulating them to share their knowledge about barbecue. And the tips shared were used to compose a different ad, the first collaborative infographic made specially for a brand in the history of 'Superinteressante' magazine.

Effectiveness
The process of generating content for the infographic ad was responsible for the expressive growth of engagement rates in social networks of the brand (+27% according to Social Bakers). Besides that, the final result among consumers consolidated the main objective of SAC Skol 360º: being recognised as "the beer for the barbecue" and increasing in 23% the number of accesses to the online platform and time spent with its content. With the unseen branded infographic, a new media format was created for 'Superinteressante' advertising, the second biggest magazine of Abril Publisher, the biggest in Latin America.

Strategy
Barbecue isn’t just an occasion, is a ritual. It mobilizes people, mainly Brazilian youth, requires certain knowledge, ability and has its own secret techniques. That is why Skol 360º launched SAC Skol 360º - Skol’s Barbecue Customer Service – a complete online platform full of services, tips and entertainment to help people to succeed in their barbecues. And more, a platform to bring Skol brand closer to this big event: the barbecue.