PAPAIZ Promo HOME by DPZ Sao Paulo

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Industry Household maintenance & pet products, Alarms & Locks
Media Promo & PR
Market Brazil
Agency DPZ Sao Paulo
Creative Director Jose Zaragoza, Diego Zaragoza, Rafael Urenha, Fernando Rodrigues, Marcello Barcelos
Art Director Bruno Landi
Copywriter Alexandre Abu Fabricio, Igor Cabó, Guilherme Fleury
Released August 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: PAPAIZ
Product/Service: PADLOCK
Agency: DPZ
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: DPZ, Sao Paulo, BRAZIL
Creative Director: José Zaragoza (DPZ)
Creative Director: Diego Zaragoza (DPZ)
Creative Director: Fernando Rodrigues (DPZ)
Creative Director: Rafael Urenha (DPZ)
Creative Director: Marcello Barcelos (DPZ)
Copywriter: Guilherme Fleury (DPZ)
Copywriter: Alexandre Abu (DPZ)
Copywriter: Igor Cabó (DPZ)
Art Director: Bruno Landi (DPZ)
Ilustracion: Bruno Landi (DPZ)
Account Manager: Elvio Tieppo (DPZ)
Assistant: Daniele Shimba (DPZ)
Media placement: Event - Showroom - 10 August 2009

Describe the objective of the promotion.
To create a piece for a Papaiz showroom aimed at the trade public that calls resellers’ attention to the reliability and strength of Papaiz brand padlocks.

Describe how the promotion developed from concept to implementation
An interactive display that challenges people to break into a house. As they follow the instructions and fold the paper taken from the display, they go in through the gate, through a window in the house, through a bedroom door, into a closet and into a drawer, until they come to a little box with a Papaiz padlock. From there, no matter how much they exert themselves, they cannot go any farther because it is impossible to fold the paper more. It’s impossible to get past the padlock. At that point, the brand’s concept makes sense: “Papaiz. Your world well protected.”

Describe the success of the promotion with both client and consumer including some quantifiable results
The piece was used up quickly. It exceeded sales targets by 35% and was extended to various points of sale, helping consolidate Papaiz as leader in the padlock segment in Brazil.

Explain why the method of promotion was most relevant to the product or service