IGNITER AD by F/Nazca Saatchi & Saatchi Sao Paulo for Skol

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IGNITER AD

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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, Pedro Prado, Eduardo Lima, 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
Advertising campaign: IGNITER AD
Planner: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Art Buyer: Juliana Gardim (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno (F/Nazca Saatchi & Saatchi)
Illustration: Fabio Vido (F/Nazca Saatchi & Saatchi)
Coprywriter: Rodrigo Visconti (F/Nazca Saatchi & Saatchi)
Graphic Production: Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Media: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Media: Vivian Simões (F/Nazca Saatchi & Saatchi)
Account Supervisor: Carmen Rodriguez (F/Nazca Saatchi & Saatchi)
Media: Cristina Omura (F/Nazca Saatchi & Saatchi)
Account Supervisor: Danielle Cabral (F/Nazca Saatchi & Saatchi)
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Graphic Production: Jomar Farias (F/Nazca Saatchi & Saatchi)
Planner: José Porto (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcello Penna (F/Nazca Saatchi & Saatchi)
Client Approval: Pedro Earp (Ambev)
Graphic Production: Robson De Vitto (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Client Approval: Felipe Ghiotto (Ambev)
Planner: Gabriel Morais (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Client Approval: Jorge Mastroizzi (Ambev)
Art Director: Pedro Pinhal (F/Nazca Saatchi & Saatchi)

Effectiveness
The ad accompanied the launching of the platform SAC 360º. This special action showed consumers a real experience of the service: an ad that can actually help people to succeed in their barbecues. The ad, conveyed in Playboy's October 2012 edition, stimulated the volume of accesses to the online platform in 223% and mainly contributed to the growth of navigation time per user and in the returning visitors rate of 67% of users. This unprecedented action reinforced the SAC 360º concept as a brand platform that truly helps the consumers with their barbecue.

Strategy
Brazilian people love barbecues. Skol 360° is brewed so that it doesn’t bloat you, which makes it the perfect beer for a barbecue. Our challenge was to conquer the barbecue territory, the biggest beer-drinking occasion in Brazil. In order to do so, we created SAC Skol 360º - Skol’s Barbecue Customer Service – a complete online platform that has everything to help consumers with their barbecues. And if beer and barbecues are inseparable friends, we thought they should help each other out.

Execution
The idea came up from Skol’s purpose of helping their consumers to prepare the perfect barbecue. That’s why Skol created a print ad that can be used to ignite the barbecue grill. The “igniter ad” is made with fabric film and paraffin, and had very simple instructions printed on it: read the ad, screw it up and ignite the barbecue grill. To accomplish this task, an appropriate media vehicle was chosen: 'Playboy Magazine'. With a qualified target and a context that lives up to the highest temperatures of the barbecue, Playboy always brings the hottest news of masculine universe. The experiences with the ad were vastly exposed in the social networks of Skol and public relations occurred naturally due to the originality of the action.