DAD’S THE PASSENGER by Strawberryfrog Brazil for Fashion Mall

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DAD’S THE PASSENGER

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Industry Shows, Events & Festivals
Media Promo & PR
Market Brazil
Agency Strawberryfrog Brazil
Copywriter Alexandre Peralta
Producer Celso Costa
Account Supervisor Izabella Zuanazzi
Released September 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: FASHION MALL
Product/Service: FATHER'S DAY
Agency: STRAWBERRYFROG BRAZIL
Date of First Appearance: Sep 19 2010
Entrant Company: STRAWBERRYFROG BRAZIL, São Paulo, BRAZIL
CCO: Alexandre Peralta (StrawberryFrog Brazil)
Art DIrector: Marcela Ayd (StrawberryFrog Brazil)
Copywriter: Alexandre Peralta (StrawberryFrog Brazil)
Planner: Patricia De Luca (StrawberryFrog Brazil)
Account Director: Andre Souza (StrawberryFrog Brazil)
Account Supervisor: Izabella Zuanazzi (StrawberryFrog Brazil)
Producer: Celso Costa (StrawberryFrog Brazil)
Media placement: Newspaper - Folha Do Villa - 07/31/2010
Media placement: POP - Shopping Villa Lobos - 07/31/2010

Describe the objective of the promotion.

VillaLobos is a high-end shopping mall in the city of São Paulo, characterized by a pleasant leisure and shopping atmosphere, which creates a greater degree of tranquility for moments of pleasure for the whole family. With this in mind, the agency developed a “Cultural Movement” for the brand: “VillaLobos. Enjoy life”.
The client challenged us to come up with an innovative promotion for its Fathers' Day campaign, different from the already clichéd promotions common in the shopping mall category. The main aims of the action were to be: to elevate overall sales at the mall and the average purchase ticket, and to help build a stronger brand position for the VillaLobos public.

Describe how the promotion developed from concept to implementation.
The traffic is one of the biggest problems in the city and that most malls usually hold promotions of the buy and be in to win type,which offer cars as top prizes,we decided that exactly what the city doesn't need is another promotion giving away cars and,yet more cars to clog the city traffic even more.To solve this problem,we created a unique promotion offering a free "taxi service" for dad until the end of the year!The happy father would be able to enjoy life,taking advantage of the time he would normally spend driving in traffic to read a good book or just take in the cityscape without having to concentrate onthe wheel.

Explain why the method of promotion was most relevant to the product or service.
With the aim of engaging the target public in the promotion, we chose the mechanics of a cultural competition. Mall-goers were invited to record a statement, inside an old-fashioned New York taxi placed in the center of the mall, explaining why their fathers deserved to enjoy life more inside a taxi.
Videos with these testimonials were posted on a hotsite, and could be linked to and voted on by internet users. The most voted video on the hotsite won the competition. Mall banners were produced to publicize the promotion, as well as an ad in the Folha do Villa (an internal newspaper distributed around the mall) and on the exclusive campaign hotsite.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign created enormous buzz, both inside and outside the mall. Furthermore, it managed to surpass all the objectives that had been established for it.
An increase of 16% in total sales, compared to the 2009 Fathers' Day campaign figures.
An Increase of 17.6% in the average ticket compared to 2009, during the period of the campaign.
Spontaneous media coverage in several news articles, including a special report on Journal da Band (TV), worth more than R$ 1 million.
More than 300 video testimonials were recorded, receiving thousands of views on the hotsite.