Artcenter Promo LA PIZZA by DraftFCB Sao Paulo

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency DraftFCB Sao Paulo
Creative Director Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Producer Jose Ricardo Gallian E Edgardo Pasetti
Typographer Adriano Alarcon
Released April 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: ARTCENTER
Date of First Appearance: Apr 18 2011
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Creatiave Officer: Adilson Xavier (Giovanni Draftf FCB)
Executive Creative Director: Ricardo John (Giovanni Draftf FCB)
Creative Director: Ricardo John and Benjamin Yung Jr (Head of Art) (Giovanni Draft FCB)
Copywriter: Adriano Alarcon (Giovanni Draft FCB)
Art Director: Adriano Alarcon (Giovanni Draft FCB)
Illustrator: Adriano Alarcon (Giovanni Draft FCB)
Typographer: Adriano Alarcon (Giovanni Draft FCB)
Producer: Jose Ricardo Gallian e Edgardo Pasetti
Art Buyer: Tina castro (Giovanni Draft FCB)
Adriano Alarcon: Adriano Alarcon (Giovanni Draft FCB)
Media placement: Samplings - The biggest Advertising Agencies in São Paulo - 04/18/2011

Describe the objective of the promotion.
In São Paulo, there are more than 40 large printing companies, and some of them are among the largest in the world. It is a very competitive market, in which it is difficult to stand out. With this in mind, we decided to speak to professionals and opinion leaders from the advertising market in the city of São Paulo in a unique and relevant manner, with the aim of maintaining the confidence of old clients and attracting the attention of professionals who are new to the market.

Describe how the promotion developed from concept to implementation.
Brazilian advertising professionals typically eat pizzas when they burn the midnight oil, so much so that the pizza pie has become a symbol for this market. With this in mind, we surprised hundreds of professional over a period of 3 days by delivering pizzas to them during their shifts. Surprised at the unexpected deliveries, the professionals were once again impacted when they opened the boxes to discover that the filling of the pies had been printed directly onto the pizza base. And, so as not to leave anybody wanting, we also created a promotion whereby anybody leaving a comment on the ArtCenter website won a gift-voucher for the best pizza place in town.

Explain why the method of promotion was most relevant to the product or service.
The large printing companies in São Paulo are used to executing expensive projects in the conventional magazine format, which are then sent to the advertising agencies as a sample of their work.
In a very creative and cost-effective manner, we were able to impact ad professionals directly, demonstrating the quality of printing we were able to achieve even on very irregular surfaces, such as organic and unstable pizza pie bases, something never previously done by any printing company anywhere in the world. Thus, we managed to impact the demanding professionals with a creative and unique concept whilst demonstrating a relatively unknown technology, thus gaining the status of "The First Option among Printing Companies for Special Projects".

Describe the success of the promotion with both client and consumer including some quantifiable results.
For a total outlay of US$ 16,000.00, we impacted around 6,000 professionals and the entire market found out about the initiative through blogs and the advertising trade papers.
As a result, ArtCenter received 7 special project orders within just 3 weeks, worth a total of US$ 295,000.00.