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

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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
Released November 2010

Credits & Description

Category: Best Use of Audio
Advertiser: SKOL
Product/Service: SKOL 360 BEER
Date of First Appearance: Nov 10 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes/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)
Account: Marcello Penna/Christiano Bock/Larissa Avila/Melina Balassanian (F/Nazca Saatchi & Saatchi)
Planner: Fernand Alphen/Bertrand Cocallemen/Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno/Fabio Baracho/Rafaela Queiroz/André Gramorelli (F/Nazca Saatchi & Saatchi)
Sound Production Company: Tesis (Tesis)
Producer/Composer: Silvio Piesco/Marcos Vaz (Tesis)
Locution: Helio Vaccari (Helio Vaccari)
Singers: Mateus Minas e Leandro (Pufferfish Country)
Singers: Bonde do Tigrão (Pufferfish Carioca Funk)
Singers: Trio Calafrio (Pufferfish Samba)
Singers: Stelabella (Pufferfish Pop)
Media placement: Radio Campaign – Teaser Songs And Jingle/Spot 30” - Radio Stations In São Paulo, Brasília And Goiânia - July-October 2010

Insights, Strategy & the Idea
Skol 360 is the 1st beer in Brazil produced with an exclusive fermentation process; that makes the beer lighter and more able 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 “braise effect” 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.
But besides communicating the product features, the radio campaign needed to do more. Needed to show the problem for which Skol 360 was the solution. To accomplish that, the campaign was divided in two moments: teaser and jingle.

Creative Execution
To show the “braise effect”, the agency created a teaser campaign, that consisted of four different songs (country, rock, carioca funk and samba) showing consumption situations that could lead to the “pufferfish effect”, situations in which the consumers became “pufferfish men”. They’re placed among other songs in musical programs in several radio stations in São Paulo and Brasília. For 15 days the consumers only listened to the music, but couldn’t realize by themselves that this was an advertising campaign. In this period we haven’t aired any other media relative to the campaign. After 15 days playing each song at least twice a day the jingle campaign began, along with other media: TV spot, POP Media, Magazines and online. At this point the songs were transformed into jingles that showed clearly that it was a campaign, but at one point it revealed the brand and the product features.

Results and Effectiveness
After the TV spot, the radio campaign was the second media in investment rate for this campaign. The product features, along with the problem that those features solved, were clearly communicated in a fun and innovative way. Some radio stations reported that listeners called to ask who was singing the songs, fact that shows not only the adequacy of the advertising action, but the quality of the musical productions, that could easily be mistaken as a regular song in the station’s programming. One of the bands is currently playing the “funk carioca” song in their shows, as a part of their regular repertory.