Skol Promo, Case study BOMPROVEITO by F/Nazca Saatchi & Saatchi Sao Paulo

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BOMPROVEITO

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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, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Eduardo Lima
Account Supervisor Larissa Avila
Illustrator Vetor Zero Team
Released November 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SKOL
Product/Service: SKOL 360
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 10 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi & Saatchi)
Photographer: Vetor Zero (F/Nazca Saatchi & Saatchi)
Illustrator: Vetor Zero (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Supervisor: Larissa Avila (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatch)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Planning Manager: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fabio Baracho (F/Nazca Saatchi & Saatchi)
Media Supervisor: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Media Supervisor: André Gramorelli (F/Nazca Saatchi & Saatchi)
Media placement: Internet Campaign – Various Formats - YouTube, Orkut, Facebook, MSN Pages, Messenger,Guia Da Semana, ObaOba, Regional Websites - Nov/Dec 2010 And Feb 2011

Insights, Strategy & the Idea
This is the 1st beer in Brazil produced with an exclusive fermentation process that makes the beer lighter and more proper to be consumed accompanying meals. The objective was to introduce Skol 360 to the Brazilian Market. As Bud Light for Budweiser, Skol 360 needed to differentiate from its “mother brand”, Skol. Skol 360 was launched in the Brazilian market bringing the benefit of “drinkability”, being the only beer that hasn’t the “braise effect”. Research showed that this was a big issue for Brazilian consumers, and Skol 360 was the only beer capable to solve it. The only one that didn’t transform the consumers into a pufferfish. Besides communicating the features of the product, the internet campaign needed to do more. It was necessary to bring a tangible benefit to the demanding internet user. This was the campaign challenge: to link the product benefit to a consumer direct benefit.

Creative Execution
The agency created a partnership with a “collective purchasing website” – BomProveito – to bring each week a new promotion, always accompanied with a pack of Skol 360. Aligned with the 30” TV spot, the promotions were discounts in Steak Houses and restaurants, showing that consumers didn’t have to worry with the “braise effect” anymore, or, as we called in the TV spot, the “pufferfish effect” when eating and having beer.
This was the campaign insight: to link Skol 360 consumption with consumption situations that lead to the “braise effect” or the “pufferfish effect”.
The promotions occurred once a week, always on Fridays, but the communication started some days before: a couple days before a web ad communicated that the promotion was going to happen on Friday, so that the consumer could look for web ads on Friday and use exclusive Skol 360 discounts.

Results and Effectiveness
The 200 discount coupons lasted around one hour. The last promotion lasted less than 20 minutes, demonstrating that consumers understood the promotions and, on Fridays, were eager to use Skol 360’s discount coupons. Campaign’s media performance results were also amazing. The Click-thru-rate was way beyond the Brazilian market average (0.61% against 0.20%) and the discount coupon sales were an absolute success. Communication and media objectives were successfully achieved: we launched Skol 360 and we took the first steps towards brand awareness. We also demonstrated clearly the product benefit, differentiating it from competitors and also from its mother brand: Skol.