SEDEX SOCCER by Artplan Rio de Janeiro for Correios

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SEDEX SOCCER

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Industry Hospitals, Healthcare facilities & Medical Services, Postal, Courier, Shipping & Freight services
Media Promo & PR
Market Brazil
Agency Artplan Rio de Janeiro
Creative Director Roberto Vilhena
Art Director Jorge Falsfein
Released October 2010

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: CORREIOS
Product/Service: DELIVERY SERVICE
Agency: ARTPLAN
Date of First Appearance: Oct 17 2010
Entrant Company: ARTPLAN, Rio de Janeiro, BRAZIL
Creative Director: Roberto Vilhena (Artplan)
Art Director: Jorge Falsfein (Artplan)
Media: Marco Frade (Artplan)
Account Manager: André Fagundes (Artplan)
Account Manager: Sílvia Pizzini (Artplan)
Media placement: TV campaign - Esporte Interativo - 17/10/2010
Media placement: TV campaign - Esporte Interativo - 24/10 /2010
Media placement: TV campaign - Esporte Interativo - 14/11/2010
Media placement: TV campaign - Esporte Interativo - 01/12/2010

Describe the objective of the promotion.
Sedex is the main express delivery service in Brazil. One of its main attributes in relation to its competition is the punctuality in the delivery. Communicating this benefit to the general public was the main goal of the campaign.

Describe how the promotion developed from concept to implementation.
The idea came out of one of Brazilian's biggest passion: soccer. For this reason, the agency bought a slot of TV that broadcasts one of the main championships in the country to accomplish an innovative idea. In the exact moment in which the game was about to start, a mailman from Sedex entered the field and handed the delivery to the referee. For everyone's surprise, when opening the box, the referee found the ball game.
The TV announcer reinforced the action with the viewers and the thousands of people that watched the game in the stadium were exposed to the unique action.

Explain why the method of promotion was most relevant to the product or service.
In soccer matches, the ball is always brought by the referee. Except for this time, everyone was surprised because the mailman was responsible for punctually bringing the ball so that the game could begin in the scheduled time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action was seen live by over 20 million viewers and thousands of supporters that were in the bleachers. After the games, there was a lot of buzz and hype over the action in the internet in many sports and advertising web sites.