SmartBuy Wines Promo CHASE by Artplan Sao Paulo, Mohallem Meirelles


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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
Released March 2010

Credits & Description

Category: Event and Field Marketing
Product/Service: ONLINE WINE STORE
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL:
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)
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: Event Marketing - Streets of São Paulo - 19/03/2010

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”. We were asked to bring the Prohibition days (which served as a reference to the campaign) to the customers’ daily basis and mix them up with a promotional stunt.

Describe how the promotion developed from concept to implementation
Car pursuits used to happen all the time in the twenties: police cars chasing gangster vehicles were such a common scene that nobody cared for them anymore. Nowadays, car chasing is not that frequent. So we decided to bring it back, almost a hundred years later, using the very same cars from the twenties. The combination of a car chase and antique cars turned out to be a great way to catch everybody's attention, including our targeted audience's.

Describe the success of the promotion with both client and consumer including some quantifiable results
The action caught the attention of over fifteen thousand people working at or around the chosen sites. The SmartBuy Wines icon was brought to life and it was easy to relate the truck with the brand’s (barely) legal prices.

Explain why the method of promotion was most relevant to the product or service
A judicious research was made to recreate the roaring twenties at the 21st century. Then, we looked for crowded places that were frequented by potential clients. A gangster emerged from the SmartBuy Wines truck to hand out flyers.