BR MANIA SUMMER by JMD COMUNICACAO, N+M PROMOCOES for Petrobras

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BR MANIA SUMMER

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Industry Automotive products, services and accessories, Retail, Distribution & Rental companies
Media Promo & PR
Market Brazil
Agency JMD COMUNICACAO
Creative Director Dudu Gomes
Art Director Ranieri Figueiredo, Carol Cardinali
Agency N+M PROMOCOES
Released January 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: PETROBRAS DISTRIBUIDORA
Product/Service: CONVENIENCE STORE
Agency: JMD COMUNICACAO
Agency: N+M PROMOCOES
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: JMD COMUNICACAO, Rio de Janeiro, BRAZIL
Account Rxecutive: Jaci Madsen (JMD Comunicacao)
Planner: Renata Regis (JMD Comunicacao)
Creative Director: Dudu Gomes (JMD Comunicacao)
Art Director: Ranieri Figueiredo (JMD Comunicacao)
Art Director: Carol Cardinali (JMD Comunicacao)
Production: Felipe Madsen (JMD Comunicacao)
Activation Coordinator: Nelson Castanheira (N+M Promocoes)
Activation Manager: Leonardo Marconatto (N+M Promocoes)
Media placement: Merchandising POP - BTL - 11 January 2010
Media placement: Street Merchadising - On the streets and beaches - 8 February 2010
Media placement: Flyer - On the streets and beaches - 8 February 2010
Media placement: Promotional gifts - BTL - 11 January 2010
Media placement: Promotional gifts - On the streets and beaches - 8 February 2010

Describe the objective of the promotion.
To develop and implement an integrated/attractive promotional marketing campaign to BR Mania, a Brazilian convenience store chain. Among the main objectives, the most relevant were: develop support to the POP promotional actions; emphasise the launching and stimulate trial purchase of the new BR Mania sandwiches; promote a closer relationship between brand and their customers; increase the flow of customers and sales in the stores during the summer and holidays. One of the steps in that campaign included creating attractive mechanisms to encourage customers during leisure situations (beach) or routine (fueling vehicles) to go into BR Mania stores.

Describe how the promotion developed from concept to implementation
BR MANIA SUMMER – Researches related to profile and consumer behavior in convenience stores, allied to analysis, creativity and planning were the main ingredients to create a nationwide promotional marketing activity, which could integrate POP merchandising and interactive actions on beaches and gas stations. Attributes inherent to the summer (cheerfulness, youth, vacations), were the pillars of the promotions identity: POP materials, promotional mechanisms, vans, uniforms and other related stuff. On outside actions, designed to present sandwiches and encourage customers to go into the stores, young teams conducted promotional games, distributed gifts and discount coupons.

Describe the success of the promotion with both client and consumer including some quantifiable results
The target answered to the promo mechanics, which brought good results for the stores. It increased the flow of customers and sales, achieving a relevant number of sandwiches testings, purchases and recommendations. The promo also helped to strengthen brand relationship with consumers. The estimated public impacted directly and indirectly through the action was more than 500,000 people. About 50% of distributed coupons were used before the end of February. At beaches and gas stations, public took part and enjoyed a lot the games. Approximately 98% of interviewed customers said they had gone to the store influenced by the promotion.

Explain why the method of promotion was most relevant to the product or service
An attractive and consistent identity, associated with the implementation of a promo action in two integrated phases, was relevant to increase the visibility of the promotion. 1st- In-store action: Focus on influencing customers, through the strategy of offering a gift linked to the value of purchase. 2nd- Field action: Focus on launching the sandwiches and propagating environmental responsibility. It was activated during carnival time for 9 consecutive days throughout Brazil: 17 cities, 25 beaches and 140 gas stations. The playful and didactic methodology encouraged people to use the coupons. At the beaches, bags for garbage were distributed.