STARTING FROM ZERO by Brand Connection Argentina for Sumol

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STARTING FROM ZERO

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Industry Juice
Media Promo & PR, Case study
Market Portugal
Agency Brand Connection Argentina
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SUMOL+COMPAL
Product/Service: SUMOL ZERO
Date of First Appearance: May 30 2009 12:00AM
Entrant Company: BRAND CONNECTION, Lisbon, PORTUGAL
Account Director: Pedro Sousa (Brand Connection)
Brand Activation Executive: Pedro Sacramento (Mediabrands)
Media Planner: Nuno Leitão (Brand Connection)
Client Service: Raquel Garção (Who)
General Manager: Rui Gago (Nirvana)
Audio Visual / VJ Editor: Victor Ferreira (Dub Video Connection)
Media placement: Event - Lisbon/ Chiado - 30/05/2009
Media placement: Poster Campaign - MOP (Subway And Railway Stations Billboards) - 17/06/2009
Media placement: Poster Campaign - JC Decaux (Street Billboards And Bus Shelters) - 17/06/2009
Media placement: Radio Competition - Cidade FM Radio Station - 21/06/2009
Media placement: Post Event Internet Display Campaign - www.publico.pt; Www.lifecooler.pt - 01/07/2009

Results and Effectiveness
The entire event was filmed to provide content for post-event viral campaigns, outdoor, radio and the 'Sumol Summer Festival'. A painted car toured Lisbon as a driving prize to Sumol customers through a brand web site competition, also supported on radio. An event for 3000 people produced artwork for an outdoor campaign reaching 2.6 million of our audience with viral reaching further still. Over 5000 cans were consumed meaning participants stayed to drink 2 or 3. The Sumol Summer Fest brought it to an additional 20,000 and Sumol Zero saw an incredible year-on-year sales increase of 38%.

Creative Execution
To be credible as cool and edgy we needed to do more than simply say, “ Sumol Zero is cool”. Our audience had to believe and so we had to really do something to engage them so they could be part of an 'Alternative Urban Culture' supporting unconventional behaviour. Our idea was to start with a live graffiti art event in one of Lisbon’s trendiest squares. Graffiti on its own isn’t cool or alternative but the prospect of creating it with artists and producing original artwork for a campaign was. We commissioned graffiti artists to set up an open air gallery and invited consumers to create artwork intended to become the creative work for a 'major impact' 6-sheet campaign targeting urban 25 year olds. Underground DJs were commissioned to create a live soundtrack for the event- a specially created combination of soul and funk designed to appeal to open minds.

Insights, Strategy & the Idea
Sumol Zero is the low calorie version of the popular Portuguese juice Sumol. It competes against Coke Zero, the low calorie category owner. To break into the category with no production budget, no clearly defined position and targeting the same audience as Coke we were starting from scratch. For the 25 year old audience it is clear that sugar and calories are an important issue hence Coke’s strategy of "same taste for lower calories”. We needed something else. Looking at our audience’s broader cultural lives we discovered that although cutting down on sugar became important as they grew older they weren’t quite prepared to give up all the trappings of youth especially their cool, edgy lifestyle and image. This presented an opportunity to define a new territory for the brand as urban and engaged with contemporary trends and so appeal to the cool edgy side of this audience.