FLASH SALE RUNNING by Artplan Rio de Janeiro for CASA & VÍDEO

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FLASH SALE RUNNING

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Brazil
Agency Artplan Rio de Janeiro
Art Director Alessandra Sadock
Copywriter Roberto Vilhena
Released July 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: CASA & VÍDEO
Product/Service: RETAIL STORE
Agency: ARTPLAN
Date of First Appearance: Jul 18 2010
Entrant Company: ARTPLAN, Rio de Janeiro, BRAZIL
Creative Director: Roberto Vilhena (Artplan)
Copywriter: Roberto Vilhena (Artplan)
Art Director: Alessandra Sadock (Artplan)
Media placement: Events - Rio de Janeiro Marathon - 18/07/2010

Describe the objective of the promotion.
The goal was to publicize the flash sale of Casa & Video, one of the biggest retail stores in Brazil.

Describe how the promotion developed from concept to implementation.
Every year thousands of people fill Casa & Video stores in search of better prices and forms of payment. It's a rush to take the most out of the sale. As the Rio de Janeiro Marathon was taking place in town, the agency saw it as an opportunity to advertise the sale. From the concept "Come quick", a structure was built in the course that simulated the Casa & Video entrance. This way, as the athletes approached the structure, it seemed as if they were running to take advantage of the sale.

Explain why the method of promotion was most relevant to the product or service.
As the budget set by the client was small, of only 2 thousand dollars, the agency ruled out the possibility of buying any media. However, it was necessary to expose as many people as possible to the action. For this reason, the agency chose a differentiated course of action in one of the largest sports events in town: The Rio de Janeiro Marathon. This way, the agency made the most out of the client's budget, advertising for thousands of people, amongst athletes and spectators, the store's sale in a unique way totally inserted in the marathon's context.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was a success amongst the runners and the spectators. The structure that simulated the store's entrance was praised by the athletes and more than 20 thousand people were exposed to the action.
All this in less than one hour.