Silence Producoes Promo CASE AMPLIFICAÇÃO by Percepttiva

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Percepttiva
Art Director Daniel Bradock, Marcelo Santos
Copywriter Bruno Reche
Released March 2010

Credits & Description

Category: Corporate Image & Information
Product/Service: INSTITUTION
Date of First Appearance: Mar 2 2010
Entrant Company: PERCEPTTIVA, Rio De Janeiro, BRAZIL
Planning: Marcelo Santos (Percepttiva Publicidade)
Planning: Dudu Lopes (Silence Produções)
Creative Director: Marcelo Santos (Percepttiva Publicidade)
Copywriter: Bruno Reche (Percepttiva Publicidade)
Art Director: Marcelo Santos (Percepttiva Publicidade)
Art Director: Daniel Bradock (Percepttiva Publicidade)
Graphic Production: Marcelo Santos (Percepttiva Publicidade)
Media placement: Action - Candy Vendor - Guerrilha Marketing - 28 January 2010
Media placement: Press Agent - Journal/ Web - 28 January 2010
Media placement: Hotsite - Web - 28 January
Media placement: Press Campain - Journal - 8 February 2010
Media placement: Spot - Radio - 8 February2010
Media placement: Banners - Web - 8 February 2010
Media placement: Invitation - Direct Media - 23 March 2010
Media placement: Panel / Awards Cerimony - Ambient Media - 12 April 2010

Describe the objective of the promotion.

Founded 5 years ago, Silence is an established audio studio in Rio de Janeiro that desires to expand its operation on the competitive advertisement business. Therefore, a stronger approximation towards the creative directors and the RTVs of the agency's is needed, since they usually decide which provider will make their campaigns. The objective of the promotion is overpower the agency's entrance barrier and produce the first job for this new prospected clients.

Describe how the promotion developed from concept to implementation.
Silence, an audio producer, wanted to have its services divulged in the advertising market. The strategy chosen was to be more than a simple communication campaign.

In order to allow other agencies to try some of its services, Silence created a prize that was geared for Rio de Janeiro’s main creative directors and was to be divulged through radio stations.

Silence would produce all the spots, and the briefing would help NGOs. This would give the campaign a social tint. The winning spot would be aired on Rio de Janeiro’s main radio stations and would be entered for the Cannes Festival. Plus, the winning creative director would get a full-pass for the event.

Explain why the method of promotion was most relevant to the product or service.
Amplificação was meant to be a social engagement project that would use the very best creative directors in Rio de Janeiro’s agencies.
To make this possible, we used creative guerilla tactics that drew their attention to the creative aspect of the project and its social aim.
The initial proposal to advertise the firm’s services was substituted by the Amplificação initiative, so eventually not only did Silence get better results, but also the NGO, the creative directors and the Rio de Janeiro market were able to enjoy the benefits stemming from the Prize.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The project helped Grupo Nós do Morro to get new sponsors.

8 new clients started to work with Silence, doubling the number of Silence’s clients.

Silence had an 700% increase in its annual profit.

Nowadays, Silence produce audio for 75% of the main agencies in Rio.

And so Silence, which until then had not even been included among Rio de Janeiro’s top 20 audio producers, became the third most popular producer in town.

Considered Producer of the Year at the 29th Columnist Award – the most traditional regional advertising award.

Silence was rated second in performance at the ABA (Brazilian Advertising Association) Advertising Festival.