I KNEW THAT! by Que Comunicacao for Petrobras

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Que Comunicacao
Creative Director Eduardo Almeida E Chiquinho Lucchini
Art Director Gustavo Gigio
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PETROBRAS
Product/Service: OIL PRODUCER
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: QUÊ COMUNICAÇÃO, Rio de Janeiro, BRAZIL
Creative Director: Eduardo Almeida (Quê Comunicação)
Creative Director: Chiquinho Lucchini (Quê Comunicação)
Art Director: Gustavo Gigio (Quê Comunicação)
Copyrigther: Eduardo Almeida (Quê Comunicação)
Account Director: Tatiana Soter (Quê Comunicação)
Media Director: Fátima Rendeiro (Quê Comunicação)
Graphic Productor: Álvaro Edir (Quê Comunicação)
Media placement: Poster - Indoor And Outdoor Places - 09/10/2009

Describe the objective of the promotion.
To capitalise on the celebrations around the choice of Rio de Janeiro as host city for the 2016 Olympics and engage the local population, showing that Petrobras was beside all Brazilians at that special moment.

Describe how the promotion developed from concept to implementation
We were asked to generate high impact among the population in a differentiated, creative way. And there was nothing better than to put something in people’s hands capable of expressing the pride of the victory. Posters were created with the message “I knew it”, written in Portuguese and also in the languages of the other city candidates: English, Japanese and Spanish. The idea was executed a few hours before the final results were announced and 10 thousand posters were distributed at the party celebrating Rio’s victory, which generated a high level of popular engagement.

Describe the success of the promotion with both client and consumer including some quantifiable results
Petrobras brand attained a high level of exposure during and after the celebrations by distributing 10 thousand posters. They featured in dozens of news stories on TV, in newspapers and online. During the following weeks people took the posters to soccer stadiums, which demonstrates a high level of engagement. And to top it off, 4 months later, the poster was photographed at Rio’s carnival parade. We attained all this with an investment of just eight thousand, one hundred dollars, while the additional exposure on network and pay TV was valued at seventy three thousand, seven hundred and sixty dollars, approximately.

Explain why the method of promotion was most relevant to the product or service
The posters were not only extremely economical and easy to produce, they were able to generate a high level of engagement due to the emotional aspects of the moment. Plus this action generated additional exposure for the client’s brand on TV, websites, blogs, newspapers and magazines. A small action producing big results in terms of visibility for the Petrobras brand.