LOCK by Agencia3 Rio De Janeiro for Cachaca Magnifica

LOCK

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Industry Alcoholic drinks & Tobacco
Media Promo & PR
Market Brazil
Agency Agencia3 Rio De Janeiro
Creative Director Luis Claudio Salvestroni, Alvaro Rodrigues
Art Director Mavi Soares
Copywriter Leonardo Pitanga
Producer Claudio Alberto
Released January 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: CACHAÇA MAGNÍFICA
Product/Service: ALCOHOLIC BEVERAGE
Agency: AGÊNCIA3
Date of First Appearance: Jan 9 2010 12:00AM
Entrant Company: AGÊNCIA3, Rio de Janeiro, BRAZIL
Creative Director: Álvaro Rodrigues (Agência3)
Creative Director: Luís Salvestroni (Agência3)
Copywriter: Leonardo Pitanga (Agência3)
Art Director: Mavi Soares (Agência3)
Producer: Claudio Alberto (Agência3)
Ilustrator: Alexandre Souza (Studio Cayman)
Media placement: Lock - Cars - January 2010

Describe the objective of the promotion.
To enable people who have consumed alcohol to stop and think prior to drive their vehicles. Everybody knows that the consumption of alcohol may mix up our senses, which turns driving drunk an extremely dangerous attitude. In this sense, we tried to make an action with the intention to show this to our target in a friendly and gentle manner and for that reason we thought in a manner to warn them before they enter into their vehicles.

Describe how the promotion developed from concept to implementation
Agência3 create sticks with the sentence: IF YOU DRINK, DO NOT DRIVE! White Rum (Cachaça), Magnífica!

Describe the success of the promotion with both client and consumer including some quantifiable results
We would like to inform that most of the people who saw the sticks pasted in their vehicles, were surprised and reacted in a friendly manner to this advertising action. We were informed that several people deliver their vehicles keys to a friend which have not consumed alcohol, in order to enable them to drive their vehicles and some others went home by cab. Most important of all, all of them were able to think about the irresponsible attitude that they would be doing by driving drunk and were able to think about that in safe way on their way to home (not driving).

Explain why the method of promotion was most relevant to the product or service
The sticks were pasted in the doors of vehicles parked near nightclubs and pubs.