SmartBuy Wines Promo SMARTBUY WINES 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
Director Ricardo Santini
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Photographer Neko Freitas
Typographer Bruno Werner
Illustrator Albino Camargo
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: ONLINE WINE STORE
Date of First Appearance: Mar 17 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)
Director: Ricardo Santini (Lux Fimes)
Photographer: Neko Freitas
Illustrator: Albino Camargo (Mohallem / Artplan)
: (Rítmika Porduções)
Typographer: Bruno Werner (Mohallem / Artplan)
Art Buyer: Vivian Tomaz (Mohallem / Artplan)
: (Mooh Mobile Marketing)
Account Director: Ana Paula Sanchez (Mohallem / Artplan)
Account Executive: Manoela Bon (Mohallem / Artplan)
: (Phil Miler Com.)
Media placement: Video Messaging On The Phone - Bluetooth Connection Placed In Bars And Restaurants - 17/03/2010
Media placement: Event Marketing - Streets Of São Paulo - 19/03/2010
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”. During the launching week, we were asked to create buzz to the brand, lead people to the website and also generate sales.

Describe how the promotion developed from concept to implementation
The Prohibition Days served as a reference to the brand’s positioning. Thus, we developed a series of promotional events, starting from mobile advertising: a video was sent through a bluetooth connection to customers of some bars and cafés in Sao Paulo, in which a gangster prompted them to talk to the waiter in the black hat. A guerrilla advertising stunt, in which a combination of a car chase and antique vehicles turned out to be a great way of catching our targeted audience's attention. And disguised wine promotional sales initiated at social media.

Describe the success of the promotion with both client and consumer including some quantifiable results
The SmartBuy Wines positioning was fully understood and absorbed by its audience. During the promotional campaign period, thousands of people experienced and had a positive response to the brand’s audacious concept. We also noticed a great number of subscriptions on the website (more than 900) and the average time spent on the website reached 5 minutes. Almost 300 people participated in the promotional sales and it will soon be held on a monthly basis.

Explain why the method of promotion was most relevant to the product or service
In an unprecedented approach, we made our public consumer feel like they were taking part in a gangster movie. We managed to use the clandestine theme in order to make a statement about the brand’s unbelievably low prices.