SINGLE ANYMORE MARCH by BIRUTA MIDIAS MIRABOLANTES for PAR PEFEITO

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SINGLE ANYMORE MARCH

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Industry Website
Media Promo & PR
Market Brazil
Agency BIRUTA MIDIAS MIRABOLANTES
Creative Director Glaucio Reynaud
Art Director Henrique Neves, Gabriel Ortiz E Henrique Neves
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PAR PEFEITO
Product/Service: RELATIONSHIP WEBSITE
Agency: BIRUTA MIDIAS MIRABOLANTES
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: BIRUTA MIDIAS MIRABOLANTES, Rio de Janeiro, BRAZIL
Entry URL: http://www.movimentodossemnamorados.com.br
Chief Creative Officer: Alan James (Biruta Mídias Mirabolantes)
Advertiser Supervisor: Romulo Groisman (Biruta Mídias Mirabolantes)
Advertiser Supervisor: Rafael Liporace (Biruta Mídias Mirabolantes)
Creative Director: Glaucio Reynaud (Biruta Mídias Mirabolantes)
Art Director: Gabriel Ortiz (Biruta Mídias Mirabolantes)
Art Director: Henrique Neves (Biruta Mídias Mirabolantes)
Media placement: Social Media - Twitter - 23 April 2009
Media placement: Social Media - Orkut - 29 April 2009
Media placement: Social Media - Facebook - 29 April 2009
Media placement: Social Media - Blog - 4 May 2009
Media placement: Website - Internet - 4 May 2009
Media placement: Press Release - Press Media - 4 May 2009

Describe the objective of the promotion.
Valentine’s Day in Brazil is celebrated on June 12, one day before “St Antonio’s Day”, the marriage saint. Besides, this date is the third best occasion for retail sells. That’s why PAR PERFEITO, a relationship website, looked to create a different and low cost action to achieve their goals. The purpose was to call the attention of the population and the media about the difficulty of finding love and get these people together to engage with this common interest: love. In consequence, increasing the number of entries on PAR PERFEITO website.

Describe how the promotion developed from concept to implementation
PAR PERFEITO wanted to increase the number of customers and suggested to start a movement. After brainstorming sessions we created the official “dateless” weekend with the “Single Anymore March”. One month before, we released a campaign in the social medias. The “Single Anymore March” happened in Rio Branco Avenue in Rio de Janeiro on Friday May 15, 2009 at midday. In São Paulo, it happened in Ibirapuera Park on Sunday May 17, 2009 at three in the afternoon.

Describe the success of the promotion with both client and consumer including some quantifiable results
The “Single Anymore March” was the largest “no brand” action performed in Latin America. Almost 5.000 people participated in Rio de Janeiro and São Paulo, and PAR PERFEITO had increased its number of daily customers by 40%. The hotsite received more than 25.000 registers in just 10 days. Furthermore, over 300 news items were released in the media, including 3 primetime Globo soap opera “Caminho das Indias” chapters, coverage by two top-rated Sunday programs “Pânico na TV”(Rede TV) and “Fantástico” (TV Globo), over 150.000 registers on Google, dozens of videos posted spontaneously on YouTube and posts on blogosphere.

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

The initial idea was impact and finding as many single people as possible that wanted to be dating on June 12. We developed the idea believing that everyone who looks for PAR PERFEITO relationship web site has the intention to find interesting people to date. Because of it, PAR PERFEITO involves feelings related to love strongly enough to move these people, call the attention of the population and generate spontaneous media. * PAR PERFEITO means SOULMATE in English.