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

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CHEERING CANS

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Alexandre Soares, Fabio Simoes Pinto
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Marcelo Ribeiro, Bruno Costa, Marco Brito
Copywriter Fabio Fernandes, Pedro Prado, Eduardo Lima, Ana Mangeon, Carlos Di Celio
Account Supervisor Melina Balassanian
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: SKOL
Product/Service: SKOL
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: May 15 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)
Creative Director: Alexandre Soares (F/Nazca Saatchi & Saatchi)
Creative Director: Fabio Simões (F/Nazca Saatchi & Saatchi)
Copywriter: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Copywriter: Ana Mangeon (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Costa (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Ribeiro (F/Nazca Saatchi & Saatchi)
Art Director: Marco Brito (F/Nazca Saatchi & Saatch)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatch)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Supervisor: Melina Balassanian (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fábio Baracho (F/Nazca Saatchi & Saatchi)
Media Supervisor: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Media placement: TV Spot - Rede Globo; Rede Record; SBT; Band; RedeTV! - 15 May 2010
Media placement: Radio Spots/5-Seconds Spots - Main Radio Stations Of Brazil - 15 May 2010
Media placement: Talking Urban Furniture - Bus Stops - 15 May 2010
Media placement: Internet - In-Game Ads (IGA) - 15 May 2010
Media placement: P-O-P Posters - Bars - 15 May 2010
Media placement: TV Show - RedeTV! (Pânico Na TV) - 15 May 2010
Media placement: Direct Mailing - Sent To Main Brazilian Bloggers - 15 May 2010
Media placement: Newspaper - Meio&Mensagem - 28 June 2010

Insights, Strategy & the Idea
2010, FIFA World Cup. In Brazil, is a BIG thing. Every single brand wants to use this period to be noticed, to be remembered and to approach soccer. In such a competitive scene, how to stand out in the crowd in such an important moment for the brand? How to make the target of the #1 beer in Brazil (in sales and preference) differentiate Skol from other beers? How to be “nonstandard” in a market segment that always explores the same paradigms: the passion for soccer and the beautiful women. Create a beer can that can actually talk and cheer for Brazil. Hitchhiking in Brazil’s soccer rivalry with Argentina, the campaign played with the Argentineans’ reaction when hearing the talking can. Considering Skol as most innovative beer brand in Brazil, this action was aligned with the “brand mood”: irreverent and young, exactly what our target was expecting from Skol campaign.

Creative Execution
In opposition to the traditional scheme, the campaign was launched in the Social Networks.
And the TV spot launch spurred a huge demand for the talking cans in POPs. In the World Cup period Skol distributed over 150 thousand talking cans to thousands of happy consumers.
In the same period, Skol brought, in the website, the possibility to create your own talking can.
The buzz generated through the action was amazing! In a few days over 4 million talking cans were created. The campaign was subject in several blogs and social networks.
People who found the talking can immediately posted videos on YouTube.
Even Pânico na TV, a traditional humour TV show, interviewed a talking can.
That also could be found in “Mercado Livre”, a popular web sales site, as an object of desire to many: prices were up to 3 thousand reais.

Results and Effectiveness
The talking can was the campaign with the highest recall in FIFA World Cup period.
The demand for the talking can was insane. It became truly an object of desire of many.
And brought a lot of fun to consumers.
Dribbling the competitors, in the most genuine Brazilian way.