Mundial Beauty Care Promo IN TUNE WITH FASHION by Hub Strategy

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Industry Cosmetics & beauty products, Hygiene & Personal Care Products
Media Promo & PR
Market Brazil
Agency Hub Strategy
Creative Director Bruno Aleixo
Art Director Andre Kanashiro, Nilo Makoto, Pedro Belmiro, Diogo Oliveira
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: MUNDIAL
Product/Service: NAIL POLISH
Date of First Appearance: Jan 28 2011
Entrant Company: HUB BRASIL, Sao Paulo, BRAZIL
Entry URL:
Creative Director: Bruno Aleixo (Hub Brasil)
Chief Executive Officer: Rita Nunes (Hub Brasil)
Copy writer: Claudia Fantini (Hub Brasil)
Art Director: Andre Kanashiro (Hub Brasil)
Art Director: Nilo Makoto (Hub Brasil)
Art Director: Pedro Belmiro (Hub Brasil)
Account Management: Diana Fang (Hub Brasil)
Creative Management: Carlos Gurgel (Hub Brasil)
Production: Marcela Gaia (Hub Brasil)
Production Management: Bruna Souza (Hub Brasil)
Art: Cesar Mariano (Hub Brasil)
Art Director: Diogo Oliveira (Hub Brasil)
Media placement: On Line Campaign - Social Media - 18 January 2011

Describe the objective of the promotion.
The goal of the action was to launch the Impala nail polish with the theme São Paulo Fashion Week, a fundamental part of its repositioning aimed at the fashion world and the concept of care for feet and hands, the focus of their actions.

Describe how the promotion developed from concept to implementation.
Composed by a platform that integrates several technologies,
a smartphone accelerometer, geomapping by GPS and Wi-Fi antenna triangulation.

Explain why the method of promotion was most relevant to the product or service.
The use of different technologies to calculate the steps of the guests lined with streaming content for trend-setters was more adherent to the goals of the brand.

The Internet was chosen to enhance the spray and spread efficiently repositioning of the brand, dedicated to fashion, while the fusion of geomapping, Wi-fi and smartphone Technologies are fundamental to making real the aspirations of the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2,810 accesses on hotsite, the new Impala website, released simultaneously with the event, had more than 40,000 hits, with a browsing average of 6 minutes.

On twitter, 2,000 new followers and 11,800 tweets about the brand in 5 days.

And almost 40,000 mentions online (Twitter, Facebook, blogs).

US$ 1.7 million in spontaneous media in newspapers, magazines and websites.

In 2010, while the nail polish market grew 32%, Impala grew 54%.