RIFFEL EXPLORE by MAZAH LIVE MARKETING for Riffel

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RIFFEL EXPLORE

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Industry Motorcycles
Media Promo & PR
Market Brazil
Agency MAZAH LIVE MARKETING
Creative Director Roberto Callage E Régis Montagna, Rafael Bohrer, Léo Becker, Greice Meurer Digital
Art Director Roberto Cossio, Patrick Matzenbacher E Gregory Kickow, Jose Bortolini
Copywriter Patrick Matzembacher, Saulo Barbosa
Producer Camila Mosca, Bruna Szewczyk
Released October 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: RIFFEL
Product/Service: MOTORCYCLE PARTS
Agency: MAZAH LIVE MARKETING
Date of First Appearance: Oct 29 2010
Entrant Company: MAZAH LIVE MARKETING, Porto Alegre, BRAZIL
Head of Planning and Creativity: PC Dias (Mazah Live Marketing)
Planner/Account Executive: Marcel Maineri (Mazah Live Marketing)
Head of Planning and Creativity: Alexandre Godoy (Mazah Live Marketing)
Head of Planning and Creativity: Thomas Fontana (Mazah Live Marketing)
Producer: Camila Mosca (Mazah Live Marketing)
Producer: Bruna Szewczyk (Mazah Live Marketing)
Art Director: Roberto Cossio (Mazah Live Marketing)
Creative Director: Léo Becker (Baia Studio)
Account Director: Fernando Salton (Baia Studio)
Account Director: Carlos Arizi (DCS Comunicações)
Account Executive: Adriano Varela (DCS Comunicações)
Account Executive: Vione Correa (DCS Comunicações)
Creative Director: Roberto Callage (DCS Comunicações)
Creative Director: Rafael Bohrer (DCS Comunicações)
Art Director: Gregory Kickow (DCS Comunicações)
Copywriter: Patrick Matzembacher (DCS Comunicações)
Art Director: José Bortolini (DCS Comunicações)
Copywriter: Saulo Barbosa (DCS Comunicações)
Creative Director: Greice Meurer Digital (DCS Comunicações)
Media placement: Promotional Campaign - Online - 10/29/2010

Describe the objective of the promotion.

Riffel is one of the main motorcycle part manufacturers in Brazil. In 2010, the company launched its new positioning, summarised in the "Explore" concept, which had a strong emotional appeal among the audience. The brand needed to make this promise come true, encouraging consumers to hit the road and get lost in great experiences on their motorcycles. Moreover, Riffel needed to be a travel companion in the conquest of desktop background-worthy destinations and landscapes.

Describe how the promotion developed from concept to implementation.
Our team crossed 13,000 miles looking for 20 amazing landscapes in a country of continental proportions. The landscapes were photographed and turned into desktop wallpapers. These images were gathered in the campaign hotsite and shown to the public without any indication of their location.

The challenge was simple:

Go to the landscape in your wallpaper.

Participants had to find 3 of the 20 landscape locations and visit them. There, they had to remake the wallpaper photo and write down the code hidden in a landmark. The first person to send the correct images and codes won a BMW motorcycle.

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

Motorcyclists are one of the tightest online communities. Whether to compare and purchase products, to arrange trips or even to organise themselves in motorcycle clubs, the web is this audience's main tool. This organisation has yet another consequence: there is strong rivarly in Brazil between motorcycle clubs and even between adventurers, who love to show off their conquered territory on social networking websites. 'Riffel Explore' played on the characteristics of its target public, reinforcing something they desire more than anything else: thrills and trips, with a touch of competitiveness, calling for healthy rivalry between adventurers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
'Riffel Explore' got a lot of buzz and brought together adventurers throughout Brazil. The action took over the various forums, communities and motorcycle club websites on the topic. We made the news in the main motorcycling blogs in the country, and spontaneously reached about 300 thousand readers. The campaign had 1,414 applicants, from 25 states, and 88,000 visits to the hotsite. The project, which was expected to last 3 months, was over in an amazing 14 days. The winning explorer had to travel 1,378 km on a long and pleasant route that led him to a brand new BMW.