YOU'RE FINED! by B\Ferraz for Oi

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YOU'RE FINED!

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Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency B\Ferraz
Creative Director Christian Sampaio, Tatiana Palladino
Art Director Ricardo Untura, Rodrigo Paranhos
Released April 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: OI
Product/Service: TELECOMS
Agency: B\FERRAZ FULL PROMOTION
Date of First Appearance: Apr 2 2009 12:00AM
Entrant Company: B\FERRAZ FULL PROMOTION, Sao Paulo, BRAZIL
Creative Director: Tatiana Palladino (B \ Ferraz Full Promotion)
Creative Director: Christian Sampaio (B \ Ferraz Full Promotion)
Art Director: Rodrigo Paranhos (B \ Ferraz Full Promotion)
Art Director: Ricardo Untura (B \ Ferraz Full Promotion)
Production Director: Fabiana Lima (B \ Ferraz Full Promotion)
Producer Manager: Paula Pereira (B \ Ferraz Full Promotion)
Production Coordinator: Liliam Braga (B \ Ferraz Full Promotion)
Communication Director: Flavia da Justa
Communication Manager: Bianca Ribeiro
Communication Specialist: Cristiana Miranda
Analyst: Daniella Arrabal
Planning Director: Alex Vendrametto (B \ Ferraz Full Promotion)
Media placement: Guerrilla Action With Promoters - São Paulo Streets - 2 February 2009
Media placement: Leaflets - São Paulo Streets - 2 February 2009

Describe the objective of the promotion.
Most mobile phone companies in Brazil seduce the customers with discounts on the device price and seasonal offers. Once they're captivated, the customers need to sign a contract for rendering of services, which obligates them to pay fees if they want to leave the phone company plan. Hoping to attract new clients and reinforce its innovative feature, Oi made a statement for the Brazilian market: unlike the other phone companies, it doesn't fine the customer if one wants to leave its plan. It was necessary to explain it to the customers, making it obvious what this advantage meant.

Describe how the promotion developed from concept to implementation
A guerrilla action was developed with promoters dressed as traffic guards that stood at the exits of subway stations, shopping centers and parks. Every time someone was leaving the place, the guard came into action with whistles and hand signs, fining the person, explaining that in order to leave that place, it was necessary to pay. Then the guard explained that a similar situation occurs when a costumer wants to quit his phone company plan. He finished the speech explaining that this didn't occur upon the Oi contract rules. Leaflets looking like a fine ticket were also handed.

Describe the success of the promotion with both client and consumer including some quantifiable results
5 thousand people were approached in 2 weeks. Despite the fact that it is not possible to measure the effectiveness of the action regarding the conversion of other phone companies clients into Oi clients, there was a great repercussion among customers and even spontaneous media, that helped to consolidate the distinctive element of the brand yet reinforcing the weaknesses of the competition.

Explain why the method of promotion was most relevant to the product or service
In a competitive market like this, it was necessary to reach the customers in an incisive way. Besides, the rules set by the phone companies are not clear, making it hard for the customers to understand the advantages between one and another. The action had great effects at low costs. The approached people could experience the insane situation to be fined because of an ordinary act and could clearly understand the distinctive characteristic of Oi.