C&a Promo I @ SPFW by DDB Sao Paulo

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Industry Clothing, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Sergio Valente, Ricardo Tronquini, Cristian Mazzeo
Art Director Estela Padilha, Jessica Richetti, Bruno Fujii
Copywriter Marjorie Yamaguti, Geraldo Goncalves
Producer Fabiano Beraldo
Account Supervisor Marina Bumlai, Claudia De Almeida, Patricia Vieira
Released January 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: C&A
Product/Service: FASHION
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Ricardo Tronquini (DDB Brasil)
Creative Director: Cristian Mazzeo (DDB Brasil)
Art Director: Estela Padilha (DDB Brasil)
Art Director: Jessica Richetti (DDB Brasil)
Art Director: Bruno Fujii (DDB Brasil)
Art Assistant: Marcos Rodrigues Junior (DDB Brasil)
Copywriter: Geraldo Goncalves (DDB Brasil)
Copywriter: Marjorie Yamaguti (DDB Brasil)
Account Supervisor: Claudia Almeida / Patricia Vieira/ Marina Bumlai (DDB Brasil)
Online Account Supervisor: Cristiane Rojas (DDB Brasil)
Producer: Fabiano Beraldo (DDB Brasil)
Media placement: Internet - Hot Site - 15/01/2010
Media placement: Sao Paulo Fashion Week event - Interactive Panel - 15/01/2010

Describe the objective of the promotion.
C&A retail chain aims at democratising fashion in Brazil. For this reason, it decided to democratise the most important and exclusive fashion week in Latin America: Sao Paulo Fashion Week.

Describe how the promotion developed from concept to implementation
An integrated campaign invited consumers to visit a hotsite. In this hosite users could create an avatar that was projected inside the event in the get together area. The avatars could interact with one another and also with the event’s audience.

Describe the success of the promotion with both client and consumer including some quantifiable results
In 5 days we obtained: 20,632 visits to the hotsite 18,775 unique visitors 15,464 messages were redirected to the panel And an investment of US$ 150,000 meant a return of US$ 2,000,000 in spontaneous media

Explain why the method of promotion was most relevant to the product or service
This channel allowed us to bring more consumers to the event and use technology to reinforce the brand as being democratic, accessible and innovative.