MTV Promo THE FAKE TATOO by Loducca

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Brazil
Agency Loducca
Creative Director Cassio Moron, Jose Augusto Guga Ketzer
Art Director Marco Aurelio Monteiro
Copywriter Pedro Guerra
Producer Daniel Costa
Account Supervisor Gisele Kumruian
Released February 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: MTV
Product/Service: INSTITUCIONAL
Date of First Appearance: Feb 28 2011
Entrant Company: LODUCCA, Sao Paulo, BRAZIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Marco Monteiro (Loducca)
Copywriter: Pedro Guerra (Loducca)
Account Group Director: Carmen Assumpção (Loducca)
Account Supervisor: Gisele Kumruian (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Producer: Daniel Costa (Loducca)
Media Director: Kelly Cotta (Loducca)
Media Manager: Camila Fonseca (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Planning Supervisor: Mariana Quintanilha (Loducca)
Marketing Director: Wagner Gorab (MTV)
Marketing Manager: Lilian Chwartzmann (MTV)
Marketing Manager: Ana Penteado (MTV)
Media placement: Newspaper - Meio & Mensagem - 28 February 2011

Describe the objective of the promotion.
MTV Brazil was launching its new 2011 programming. We needed to inform the entire market – marketing, media, and creative professionals – about the new programming; but beyond that, we needed to position MTV as the only broadcaster to speak directly to young Brazilians.

Describe how the promotion developed from concept to implementation.
Either you are young, or you’re just pretending. To show that only MTV speaks directly to the country’s young people, we created a sleeve that simulates a tattoo – a universal icon of youth. The message was clear: “You’re not advertising on MTV’s new programming? Pretend you fit in and strike a young pose…" The sleeve was inserted in the largest newspaper covering the advertising market in Brazil; it was also distributed at market events and delivered to a young Santos player - a rising star in the Brazilian National Team - Neymar, 19 years old, to wear during training sessions.

Explain why the method of promotion was most relevant to the product or service.
The tattoo is a universal icon of youth, young behaviour and attitude. The message was clear: either you advertise on MTV or you’ll have to pretend you’re young. The various channels used provided the necessary coverage to crystallise MTV’s unique and youthful personality.

Describe the success of the promotion with both client and consumer including some quantifiable results.
8,000 wearable tattoos were inserted in the largest advertising market newspaper. Thousands of tattoos were also distributed at events one week before the same tattoo was given to Neymar, a young star of the Brazilian National Team. The thousands of advertising and marketing professionals that received the insert were once again impacted on the following days by the image of Neymar with his tattooed arm, stamped on the largest portals and newspapers in the country.