Skol Promo, Case study SÃO JOÃO 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, Pedro Prado, Eduardo Lima, Carlos Di Celio
Art Director Michel Neuhaus
Copywriter Marcelo Nogueira
Illustrator Mauro Ferreira
Released June 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: AMBEV/SKOL
Product/Service: BEER
Date of First Appearance: Jun 20 2009 12:00AM
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)
Copywriter: Marcelo Nogueira (F/Nazca Saatchi & Saatchi)
Art Director: Michel Neuhaus (F/Nazca Saatchi & Saatchi)
Illustrator: Mauro Ferreira (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Media supervisor: Gabriela Marques (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fábio Baracho (F/Nazca Saatchi & Saatchi)
Media supervisor: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Media Supervisor: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Media placement: Ambient Media - Outdoor - 15 May 2009

Results and Effectiveness
10% growth in sales at the event.

Creative Execution
We created a differentiated billboard, with movement and pyrotechnic resources, installed at the entrance of the four biggest São João parties in Brazil, which translated in a single piece all the communication of Skol for the event.

Insights, Strategy & the Idea
São João (Saint John) is a big open air party that is held in all parts of Brazil during the month of June. It is a traditional celebration with great public appeal. It’s an environment of spontaneity, very favourable to the consumption of beer and a great business generator in several categories. These are events for thousands of people where the brand was beginning a closer relationship with the public. Many brands participate in this event and Skol had to differentiate itself through high impact actions and proximity to the locations where the main parties are held and have a bigger affluence of people. For that we used differentiated formats of external media in strategic locations.