BUTCHER'S SHOP by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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BUTCHER'S SHOP

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Industry Wine & Champagne, Online Retail & E-stores
Media Promo & PR
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Typographer Bruno Werner
Illustrator Albino Camargo
Released March 2010

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: SMARTBUY WINES
Product/Service: ONLINE WINE STORE
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Mar 21 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://www.smartbuywines.com.br
Creative Director: Eugênio Mohallem (Mohallem / Artplan)
Head Of art: Marcus Kawamura (Mohallem / Artplan)
Art Director: Marcus Kawamura (Mohallem / Artplan)
Art Director: Rodrigo Moraes (Mohallem / Artplan)
Copywriter: Ana Carolina Reis (Mohallem / Artplan)
Copywriter: Julio D'Alfonso (Mohallem / Artplan)
Illustrator: Albino Camargo (Mohallem / Artplan)
Typographer: Bruno Werner (Mohallem / Artplan)
Art Buyer: Vivian Tomaz (Mohallem / Artplan)
Account Director: Ana Paula Sanchez (Mohallem / Artplan)
Account Executive: Manoela Bon (Mohallem / Artplan)
Media placement: Social Media Campaign - Twitter and other social media - 21/03/2010

Describe the objective of the promotion.
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline “SmartBuy Wines. Great wines at (barely) legal prices”. After the launch of the website, we were asked to create a new wine sales channel and at the same time build a closer relationship between the brand and the customer.

Describe how the promotion developed from concept to implementation
Everything started on Twitter. A profile of an unknown insider from the wine business was created. He tweeted out secrets and curiosities about the wine industry. As soon as the user decided to follow him, a direct message was sent. “The Insider” instructed his followers about his disguised tweets in which wine sales at barely legal prices would be announced.

Describe the success of the promotion with both client and consumer including some quantifiable results
In only 3 days, almost 300 people experienced the brand concept. The promotion spread by word of mouth and it will soon be held on a monthly basis.

Explain why the method of promotion was most relevant to the product or service
Instead of making a big and loud campaign about our wine sales promotion, we decided to go low key. And that’s precisely why so many people heard about it: it felt exclusive to the customer taking part in it.