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

Adsarchive » Promo , Case study » Skol » TRENDY


Pin to Collection
Add a note
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 Lucas Camargo
Copywriter André Arteze
Released June 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: AMBEV/SKOL
Product/Service: BEER
Date of First Appearance: Jun 1 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)
Art Director: Lucas Camargo (FLASH) (F/Nazca Saatchi & Saatchi)
Copywriter: André Arteze (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Manager: Paula Obata (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 Supervisor: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Media placement: TV - MTV - 1 June 2009
Media placement: Internet - Flickr, YouTube, Twitter, Orkut, MSN, Terra, IG, UOL, Virgula, MTV - 1 June 2009

Results and Effectiveness
Highest historical level of brand preference by the target audience (in 2009). MTV’s highest ratings in the period. 200,000 accesses to the series’ minisite. More than 20 minutes of average permanence on the website.

Creative Execution
Making good use of the success of the series genre in Brazil, Skol got together with one of the main production companies in the country and decided to bet on a storytelling that translated the essence of the brand. All the attributes of the SKOL brand were present in the content and the brand was inserted in an organic way into the story. With the series produced, MTV was the channel chosen to air it, making the most of the synergy of the channel with the brand and its great appeal with the youth. The action lasted 3 months and had 12 chapters. To support the series we had actions in social medias, where the characters interacted with the public as if they were real people, a minisite where it was possible to watch the series and have access to exclusive content, and actions in cinemas and bars with a great concentration of our target audience.

Insights, Strategy & the Idea
In recent years, Skol has been a pioneer in the communication with youth and to guarantee high levels of preference with this target it is necessary to offer good proprietary content, distributed in several platforms. We identified a great interest of this public in multiplatform series; we struck a partnership with a great production company and produced the first proprietary series capable of translating the brand’s attributes and generating proximity with the youth.