THE TWEETING FRIDGE by Wunderman Sao Paulo for Bonafont

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THE TWEETING FRIDGE

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Industry Water
Media Promo & PR
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Guto Chicanelli
Copywriter Daniel Xavier
Account Supervisor Paula Nunes
Released April 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: DANONE
Product/Service: BOTTLED WATER
Agency: WUNDERMAN BRAZIL
Date of First Appearance: Apr 15 2011
Entrant Company: WUNDERMAN BRAZIL, Sao Paulo, BRAZIL
Entry URL: http://cargocollective.com/thetweetingfridge/
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Copywriter: Daniel Xavier (Wunderman)
Art Director: Guto Chicanelli (Wunderman)
Planning Director: Ramiro Amaral (Wunderman)
Planning Manager: Lia Dutra (Wunderman)
Social Media Director: Reinaldo Quinto (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Client Service Vice President: Marcus Tavares (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Production Director: Ricardo Ramos (Wunderman)
Production Manager: Rodrigo Lima (Wunderman)
Media Director: Emmanuel Martins (Wunderman)
Group Account Director: Monika Cerqueira (Wunderman)
Account Director: Maureen Gonzalez (Wunderman)
Account Supervisor: Paula Nunes (Wunderman)
Media placement: Direct - Direct - 15/04/2011

Describe the objective of the promotion.
The World Health Organisation recommends drinking 2 litres of water each day. However, a Brazilians average is only 1.2 litres a day.
The reason for the low average is simple: people don't remember to drink water, especially during work hours.
To change that, Bonafont, the market leader in bottled water, wanted to increase the consumption of its product by making people remember to drink more water daily.

Describe how the promotion developed from concept to implementation.
We started by sending a desktop mini fridge with 2 litres of Bonafont to one of the most influential twitters in the country.
So far, it was only an innovative gift. But the story changed when the fridge was opened. Thanks to technology, we gave the device a digital life.
Every time the fridge door was opened, a tweet was automatically posted on the celebrity's timeline, telling her thousands of followers she was drinking water, and motivating them to do the same.
With hundreds of predefined messages, every day her network was reminded to take an extra sip.

Explain why the method of promotion was most relevant to the product or service.
The World Health Organisation recommends drinking 2 litres of water each day. However, Brazilians average only 1.2 litres a day because people don't remember to drink water, especially during work hours.
Bonafont wanted to remind millions of people to drink water.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Simple, precise and with a high replication factor, in a short while the first fridge became an object of desire.
As the fridge opens and closes, the brand's message spreads impressively.
Once a month a new personality would join the cause, receiving a new fridge and helping to make more people aware of how important it is to drink water.
Now Bonafont reminds millions of people to drink water. 2 litres. Every day.