Visa Promo, Case study YUMMY AD by Lew'Lara\TBWA Sao Paulo

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Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Manir Fadel, Luciano Lincoln
Art Director Carlos Lopes Nunes
Released August 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: VISA
Product/Service: VISA CARD
Date of First Appearance: Aug 23 2009 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: André Laurentino (Lew'Lara\TBWA)
Creative Director: Manir Fadel (Lew'Lara\TBWA)
Creative Director: Luciano Lincoln (Lew'Lara\TBWA)
Creative Director: Felipe Luchi (Lew'Lara\TBWA)
Creative Director: Victor Sant'Anna (Lew'Lara\TBWA)
Art Director: Carlos Nunes (Lew'Lara\TBWA)
Writer: João Braga (Lew'Lara\TBWA)
Media Vice President: Luiz Ritton (Lew'Lara\TBWA)
Media Director: Fabio Urbanas (Lew'Lara\TBWA)
Global Media Art Director: Lee Clow (TBWA\Chiat\Day)
Global Creative Director: Rob Schwartz (TBWA\Chiat\Day)
Media placement: Newspaper - O Estado De S. Paulo - 23/08/2009

Results and Effectiveness
Besides of bringing excellent results of media in terms of coverage, frequency and editorial adequacy, this media platform mobilised the target to participate in the promotion, driving more people to the pizza restaurants using Visa cards, and helping to improve the brand visibility results at that moment.

Creative Execution
To communicate a Visa promotion with Pizzerias, we had the Sunday paper – typical São Paulo day for a pizza – be delivered inside a pizza box. Just like the way their delivery pizza arrives at night. We printed the copy on the inside of the box cover. And inside the paper, a huge pizza in a Visa ad communicated the promotion. And guess what, the ad itself had a perfect smell of a pizza just fresh from the oven. How about a smell as a call to action?

Insights, Strategy & the Idea
Our challenge was to make an ad stand out of the newspaper through the audience hands, eyes and nose.