LUGGAGE CART by Age Comunicacoes Sao Paulo for Add

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LUGGAGE CART

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Brazil
Agency Age Comunicacoes Sao Paulo
Creative Director Carlos Domingos
Art Director André Fukumoto, Henrique Mattos
Copywriter Charles Faria, Daguito Rodrigues
Producer Luiz Henrique Nunes, Thiago Loureiro
Photographer Ale Torres
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: ADD
Product/Service: SPORTING ASSOCIATION FOR THE DISABLED
Agency: AGE COMUNICAÇÕES
Date of First Appearance: Jan 17 2010 12:00AM
Entrant Company: AGE COMUNICAÇÕES, Sao Pãulo, BRAZIL
Creative Director: Carlos Domingos (Age. Comunicações)
Art Director: Henrique Mattos (Age. Comunicações)
Art Director: André Fukumoto (Age. Comunicações)
Copywriter: Daguito Rodrigues (Age. Comunicações)
Copywriter: Charles Faria (Age. Comunicações)
Photographer: Alê Torres
Producer: Luiz Nunes (Age. Comunicações)
Producer: Thiago Loureiro (Age. Comunicações)
Media placement: ambient - São Paulo International Ariport - 17/01/2010

Results and Effectiveness
During the two days that the action took place we had 73 donations, a record for ADD. The impact of the action on YouTube also resulted in a greater number of accesses to the client’s site and consequently, greater knowledge of the brand. Even though the action only lasted for two days, the video on YouTube increased the duration of the impact.

Creative Execution
We created life-size paper displays showing disabled athletes in wheelchairs that were strategically placed on several luggage carts. When passengers used them to carry their bags, it looked as if they were actually pushing the wheelchair of a disabled athlete. In other words, we impacted not only those that used the cart, but everyone around as well. Besides this, both agency and passengers that were present during this action filmed it all and posted videos on YouTube, reaching an even greater audience.

Insights, Strategy & the Idea
ADD (Sporting Association for the Disabled) has a special project to prepare and take athletes to the Paralympic Games in London. But donations for this programme were becoming scarce. Therefore we needed to raise the number of donations and impact an audience with high purchasing power. A place where businessmen are frequently seen is the international Airport of Cumbica in São Paulo, the busiest in the country. We had an idea to create an action in this place, thus directly impacting our target.