STICKER by WMcCann Brazil for Salvation Army

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STICKER

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency WMcCann Brazil
Creative Director Tales Bahu
Art Director Renato Paiva Zandoná
Copywriter Rubens Marinelli
Producer Lucas Lopes, Marcos Avanzi
Account Supervisor Marcella Silva
Released May 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: SALVATION ARMY
Product/Service: INSTITUTIONAL
Agency: WMcCANN
Date of First Appearance: May 1 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Creative Director: Tales Bahu (W/McCANN)
Art Director: Renato Zandoná (W/McCANN)
Copywriter: Rubens Marinelli (W/McCANN)
Account Vice President: Andrea Sanches (W/McCANN)
Account Executive: Julia Soares (W/McCANN)
Account Executive: Luciana Sanches (W/McCANN)
Account Supervisor: Marcella Silva (W/McCANN)
Agency producer: Mauricia Martin (W/McCANN)
Agency producer: Timóteo Roque (W/McCANN)
Director Producer: Paula Moraes (W/McCANN)
Producer: Marcos Avanzi (W/McCANN)
Producer: Lucas Lopes (W/McCANN)
Media placement: Internet - Blog - 30/08/2010
Media placement: Intenet - Blog - 22/07/2010

Describe the objective of the promotion.
Increase the amount of donations of furniture and educate the public about the volume of old furniture deposited in landfills.

Describe how the promotion developed from concept to implementation.
Making a partnership with a sustainable furniture store and enjoy the moment of receipt of purchase to pass a sticker with the following message: "Now that you bought this new mobile, donate used to those in need. "

Explain why the method of promotion was most relevant to the product or service.
Without money for media, the only possible creative solution was to use the box itself a new mobile to transmit the message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In just four months, the number of donations increased 60%, generating a positive impact to the Salvation Army, for society and the planet.