EYEGLASSES by Borghi/Lowe Sao Paulo for Etna

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EYEGLASSES

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Felipe Mazzoni, Willian Silveira
Copywriter Ricardo Scarpa
Released March 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: ETNA
Product/Service: HOME STORE
Agency: BORGHIERH/LOWE
Date of First Appearance: Mar 12 2009 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (Borghierh / Lowe)
Executive Creative Director: Erh Ray (Borghierh / Lowe)
Creative Director: Fernando Nobre (Borghierh / Lowe)
Art Director: Felipe Mazzoni (Borghierh / Lowe)
Art Director: Willian Silveira (Borghierh / Lowe)
Copywriter: Ricardo Scarpa (Borghierh / Lowe)
Account Manager: Priscilla Carvalho (Borghierh / Lowe)
Account Manager: Monica Marouço (Borghierh / Lowe)
Media placement: Freebie - Freebie Distribution - 12/03/2009

Describe the objective of the promotion.
Etna requested a campaign to promote a series of items priced up to R$ 100, which for several days, were to be offered at cut prices.

Describe how the promotion developed from concept to implementation
Etna has huge stores and many products, yet despite being on promotion, these products often go unnoticed. We needed something to draw attention to such items. We had a series of products at low prices. So small that a magnifying glass was called for. A magnifying lens would be an interactive way of drawing attention to not-to-be-missed offers. We sought suppliers for the lenses, created small ads with the offers and distributed eyeglasses in the stores during lunchtime, a period when there is a flow of people passing through who may be attracted by the offers.

Describe the success of the promotion with both client and consumer including some quantifiable results
We handed out 500 eyeglasses per day throughout the promotion. The consumers interacted with the ads and learned about the products and offers. Sales were up 23% during the campaign period.

Explain why the method of promotion was most relevant to the product or service
Rather than produce a large ad encouraging consumers to leave their homes to purchase a small, superfluous product, we elected to run an in-store promotion and talk to the consumers already frequenting the store who were thus much closer to the product. Using the eyeglass, we gained the full attention of the participants. They had to look carefully to learn about the offers, something they couldn’t do during a simple visit to the store.