MOVIMENTO CYAN by Loducca for Ambev

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MOVIMENTO CYAN

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Loducca
Creative Director Jose Augusto Guga Ketzer
Art Director Fernanda Fajardo E Maria Eduarda Pietro, Rodrigo Mavuchian
Account Supervisor Cândida Semensato
Released March 2010

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: AMBEV
Product/Service: BEVERAGES
Agency: LODUCCA MPM
Date of First Appearance: Mar 22 2010 12:00AM
Entrant Company: LODUCCA MPM, São Paulo, BRAZIL
Entry URL: http://www.movimentocyan.com.br/
Creative Director: Guga Ketzer (LODUCCA.MPM)
Head of art: Cassio Moron (LODUCCA.MPM)
Art Director: Fernanda Fajardo (LODUCCA.MPM)
Copywiter: José Arnaldo Suaid (LODUCCA.MPM)
Copywiter: Marcelo Jordão (LODUCCA.MPM)
Internet Planner: Rodrigo Krammes (LODUCCA.MPM)
Art Director: Rodrigo Mavuchian (LODUCCA.MPM)
Director of integrated Project: Jood Nogueira (LODUCCA.MPMl)
Creative Executive Producer: Sid Fernandes (LODUCCA.MPM)
General Account Director: José Boralli (LODUCCA.MPM)
Account Director: Sabrina Spinelli (LODUCCA.MPM)
Account Supervisor: Cândida Semensato (LODUCCA.MPM)
Consulting: Rui Rodrigues (LODUCCA.MPM)
Media Director: Daniel Chalfon (LODUCCA.MPM)
Media Group Director: Gabriel Queiroz (LODUCCA.MPM)
Media Supervisor: Silvia Ramazzotti (LODUCCA.MPM)
Planner: Marô de Campos Mello (LODUCCA.MPM)
Chief Editor: Paulo Lima (TRIP)
Associated Director: Fabio Brandão (SAMBA)
Vice President of Business: Gal Barradas (TV1)
Media placement: Newspaper - Valor Econômico - 22/03/2010
Media placement: Newspaper - Brasil Econômico - 22/03/2010
Media placement: Newspaper - Folha De SP - 22/03/2010
Media placement: Newspaper - Estado De SP - 22/03/2010
Media placement: Newspaper - O Globo - 22/03/2010
Media placement: Newspaper - Correio Braziliense - 22/03/2010
Media placement: Newspaper - Destak - 22/03/2010
Media placement: Newspaper - Metro - 22/03/2010
Media placement: Newspaper - Jornal O Dia - 22/03/2010

Describe the objective of the promotion.
A AmBev is a Brazilian beverage company, part of AB-Inbev the largest brewery of the world. The company is aware of this and is already involved in several water conservation and waste reduction activities. However, in 2010 AmBev wanted more: make water its environmental cause and turn the to the necessity of protecting this resource.

Describe how the promotion developed from concept to implementation
We developed an awareness movement, the Cyan Movement, using the concept:Those who see water perceive its value. The launch was on World Water Day. Cyan blue symbolised our movement, and on the day of the launch over 1 million newspapers were printed in blue.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 1 million newspapers were printed in blue, impacting over 3,600,000 readers. On Twitter Brazil, the Cyan Movement was one of the 3 most commented subjects, with 589 posts related to AmBev, where 64% of posts were about the company with the theme Water. One week after the event, the Cyan Movement was the subject of over 100 newspaper articles, 23 of which were in major Brazilian newspapers.

Explain why the method of promotion was most relevant to the product or service
We had only one day, the World Water Day, to launch the Cyan Movement. We needed to reach not only opinion makers, but also the general public. Changing the color of the newspapers to the color symbolizing the Cyan Movement took our campaign to the streets, making it stand out at newsstands and actually become the news of the day. The newspapers were not used as carriers, but as promoters of the Cyan Movement. The free newspapers distributed in the streets completed the strategy, these were also completely blue.