NON STICK PAN by Dcs, Dcsnet for Tramontina

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NON STICK PAN

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Industry Household maintenance & pet products, Tableware, Cutlery, Cookware
Media Promo & PR, Case study
Market Brazil
Agency Dcs
Creative Director Grace Meurer
Art Director João Pedro Vargas, Guilherme Possobon
Copywriter Marjorie Yamaguti
Account Supervisor Angélica Collet
Agency Dcsnet
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: TRAMONTINA
Product/Service: PAN
Agency: DCS
Agency: DCSNET
Date of First Appearance: Apr 20 2011
Entrant Company: DCS, Porto Alegre, BRAZIL
Entry URL: http://www.meowhunter.com.br/cannes/ipad/
Chief Creative Officer: Roberto Callage (DCS)
Creative Director: Grace Meurer (DCS)
Web Designer: Daniel Simon (DCS)
Art Director: Guilherme Possobon (DCS)
Copywriter: Marjorie Yamaguti (DCS)
Art Director: João Pedro Vargas (DCS)
Account Manager: Lúcia Záchia (DCS)
Account Supervisor: Angélica Collet (DCS)
Media: Sabrina Monteiro (DCS)
Media Supervisor: Ricardo Pilla (DCS)
Media placement: IPAD - Epoca Magazine - 20 April 2011
Insights, Strategy & the Idea
What were the business marketing and communications objectives that lay behind the case?
Build awareness of the Starflon® non stick technology.
Describe the target audience and their relationship with the brand.
Tramontina is a centenary Brazilian brand of household goods with more than 17,000 items from silverware to hand tools, from cutlery to frying pans. This portfolio has built a relevant presence, and awareness, in Brazilian households.
Among Tramontina's wide target audience this ad was targeting Adults 25+ with high level income, interested in cooking. In this case the product is a frying pan with Starflon®, a non stick technology.
Explain the unique insight that shaped the idea:
Using Ipad's accelerometer the audience was possible to simulate the experience of using a Tarmontina's frying pan with Starflon® technology to make eggs, pancakes, vegetables, etc...
Creative Execution
Describe the different channel(s) and how they worked together to maximise the campaign
The campaign ran only in the Ipad's edition of Época, a weekly magazine of general interest.
Results and Effectiveness
What happened as a result of the communication activity?
How did the communication achieve the goals and influence business outcomes?