MISSING HELMET by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Philips

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MISSING HELMET

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Creative Director Fred Siqueira
Art Director Diogo Valim
Copywriter Bruno Barbieri, Marilou Albin
Agency Isobar Sao Paulo
Released October 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: PHILIPS
Product/Service: F1 SPONSORSHIP
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.arehumba.net/2009/philips/F1/capacete/en/
Creative Vice President: Raphael Vasconcellos (AgênciaClick Isobar)
Creative Director: Fred Siqueira (AgênciaClick Isobar)
Art Director: Diogo Valim (AgênciaClick Isobar)
Copywriter: Bruno Barbieri (AgênciaClick Isobar)
Copywriter: Marilou Albin (AgênciaClick Isobar)
UX Designer: Fabrício Teixeira (AgênciaClick Isobar)
Account Manager: André Chueri (AgênciaClick Isobar)
Project Manager: Rosana Fortes (AgênciaClick Isobar)
Project Manager: Ivan Pacicco (AgênciaClick Isobar)
: Primo Filmes (Production Company)
Media placement: Internet - Twitter - 2/10/2009
Media placement: Internet - Youtube - 6/10/2009

Describe the objective of the promotion.
To build awareness about Philip's sponsorship of the Williams F1 Team using the admission tickets as the prize.

Describe how the promotion developed from concept to implementation
Two weeks prior to the F1 Brazilian GP, we spread a story about the loss of Nico Rosberg's helmet. Nico himself posted a video on YouTube telling the story and we used Nico's Twitter account to updated users about the quest: the one who would find the helmet (that was broadcasting its position live to a website) would win tickets for the Grand Prix.

Describe the success of the promotion with both client and consumer including some quantifiable results
In only 2 weeks, we reached 50.230 twitter users, 43.185 views on YouTube, and a massive media coverage, including TV and international F1 blogs. Confidential Information: No confidential information .

Explain why the method of promotion was most relevant to the product or service
Since we had little time to develop the promotion and limited budget, we turned to the Internet, specially twitter and youtube, that seemed tools with a more rapid response.