Unibanco Promo, Case study HALF A BEETLE FOR RAFFLE by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Banking, Banking & Financial Services
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Fabio Simoes Pinto, Carlos Di Celio
Art Director Isabelle De Vooght | Roberta Harada
Copywriter Clauber Volinsky
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: UNIBANCO
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL: http://www.rifomeiofuca.blogspot.com/
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Fábio Simões (F/Nazca Saatchi & Saatchi)
Copywriter: Clauber Volinsky (F/Nazca Saatchi & Saatchi)
Art Director: Isabelle de Vooght (F/Nazca Saatchi & Saatchi)
Account Director: André Gustavo (F/Nazca Saatchi & Saatchi)
Account Manager: Regina Madeira (F/Nazca Saatchi & Saatchi)
Account Manager: Daniela Keller (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Luciana Serra (F/Nazca Saatchi & Saatchi)
Media Manager: Adriana Roza (F/Nazca Saatchi & Saatchi)
Media Manager: Marcela Isa (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: José Lucas Brólio de Paula (F/Nazca Saatchi & Saatchi)
Planning Manager: Ricardo Pirani (F/Nazca Saatchi & Saatchi)
Media placement: Internet - Flickr, YouTube, Twitter, Orkut, MSN, Terra, IG, UOL, Virgula - 10 November 2009

Results and Effectiveness
1600% rise in demand for the product; Blog: 10,477 page views in 1 month; Flicker: 17,243 page views; YouTube: 45,565 views; Twitter: 763 following.

Creative Execution
A character was created, Joe, a young man who is having trouble getting money to pay for his university and has an idea: raffle his car to get some extra money. But since his car is also his greatest passion, he decides do raffle just half the car. Joe sets up a blog with videos of the VW being sawn in half, shows how the raffle works and also talks through the blog and channels such as Flickr, Orkut, YouTube, and Twitter, about the difficulties of studying and working. A short time before drawing the raffle, he meets Ana, an employee of Unibanco. She tells him about the university credit, the raffle is suspended and he manages to finish the university and keep his VW. The product was revelated and get started the media online campaign for the university credit divulgation.

Insights, Strategy & the Idea
Unibanco needed to promote its product University Credit to a young public. The problem was that as well as being an unknown product to the target, the youth has a natural distancing when the subject is financial institutions, therefore we had to break the barrier between the institution ‘bank’ and the youth, talking the language of this public and showing the product ‘credit’ in a spontaneous manner.