WEATHER GIRL BLOG by F/Nazca Saatchi & Saatchi Sao Paulo for Skol

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WEATHER GIRL BLOG

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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, Fabio Simoes Pinto, Eduardo Lima, Carlos Di Celio
Art Director Bruno Oppido
Copywriter Marcelo Nogueira, André Arteze, Luciana Haguiara E Sandro Rosa
Designer Estevão Puggina, Francisco Senegal
Photographer Andre Faccioli
Account Supervisor Juliana Carvalho
Illustrator Lucas Camargo, Mauro Ferreira
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AMBEV/SKOL
Product/Service: BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL: http://www.skol.com.br/garota
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Fábio Simões (F/Nazca Saatchi & Saatchi)
Copywriter: André Arteze / Sandro Rosa / Marcelo Nogueira (F/Nazca Saatchi & Saatchi)
Art Director: Lucas Camargo (FLASH) / Bruno Oppido (F/Nazca Saatchi & Saatchi)
Illustrator: Mauro Ferreira / Lucas Camargo (FLASH) (F/Nazca Saatchi & Saatchi)
Designer: Estevão Puggina / Francisco Senegal (F/Nazca Saatchi & Saatchi)
Programmer: Paulo Pacheco / André Veríssimo (F/Nazca Saatchi & Saatchi)
Photographer: Andre Faccioli (F/Nazca Saatchi & Saatchi)
Agency Producer: Regiani Pettinelli (F/Nazca Saatchi & Saatchi)
Account Director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account Supervisor: Juliana Carvalho (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)
Media Supervisor: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatchi)
Media placement: TV - Rede Globo, Rede Record, SBT, Band, RedeTV - 1 November 2009
Media placement: Internet - Clima Tempo, You Tube, Orkut - 1 November 2009

Results and Effectiveness
10% increase in the blog’s audience on the day of the action. More than 1,000 interactions with the brand on the blog. 135 candidates for the prize (new brandlovers). Highest historical level of brand preference by the target audience (in 2009).

Creative Execution
We selected the main bloggers who are followed by the youth and sent them a promotional kit for the launching of the Weather Girl campaign. This material contained a bikini just like the one worn by the character and invited them to use the material in promotional actions. An important blog held a quick competition with the audience during one day, asking female users to send in a photo or a video presenting themselves as candidates to be the new Skol Weather Girl. During the day the users voted and chose the winner, who won the bikini and a professional photo session, which was also published by the blog.

Insights, Strategy & the Idea
In the summer we have a significant rise in advertising investment of the beer category in Brazil. We had the challenge of generating differentiation and leverage the sales of Skol, the biggest beer brand in the country. Skol is a lovemark with a young profile and its communication is based on humour, entertainment and innovation. Its biggest challenge for the last summer was to generate relevance to the brand in the youth social media, helping to consolidate Skol’s digital platform. The insight was to stimulate bloggers who are important to Skol’s target audience to utilise the campaign material to interact in a differentiated manner with them.