LIGHT BULBS by Leo Burnett Tailor Made Sao Paulo for Akzo Nobel

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LIGHT BULBS

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Industry Household maintenance & pet products
Media Promo & PR
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Luiz Ramon
Copywriter Fábio Ozório
Producer Zezinho Lima E Ricardo Sotelo
Released August 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: AKZONOBEL
Product/Service: LIGHT BULBS
Agency: LEO BURNETT BRASIL
Date of First Appearance: Aug 14 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Luiz Ramon (Leo Burnett Brasil)
Copywriter: Fábio Ozório (Leo Burnett Brasil)
Accounting Director: Renato Broggin (Leo Burnett Brasil)
Accounting Executive: Gabriela Yamamoto (Leo Burnett Brasil)
Experience: Renato Frey (Leo Burnett Brasil)
Producer: Zézinho Lima (Leo Burnett Brasil)
Media placement: Gifts - Event - 14 aug 2009

Describe the objective of the promotion.
To launch a premiun line of Coral paints, one which brings a wide variety of colours to put an end to white walls. Developing a new way to experience colours.

Describe how the promotion developed from concept to implementation
Coral distributed miniature packages of its paints. With a slight difference: instead of the paint, coloured light bulbs. For each paint's colour, one light bulb.

Describe the success of the promotion with both client and consumer including some quantifiable results

Consumers have realised that a simple and no mess paint could see their environments from their homes in different colours. The success has been reviewed on several websites and many consumers in contact with Coral to acquire the small lamp colour. The Concept of Decoration begins by colour, gained a strong impact, and Coral is now perceived not only as a mark of ink, but a reference in colour.

Explain why the method of promotion was most relevant to the product or service
Consumers put it in your house and choose the colour that best suits each environment. Then they can just paint with Coral´s corresponding colour.