Skol Promo IPANEMA CHINA CONNECTION by Content House

Adsarchive » Promo » Skol » IPANEMA CHINA CONNECTION


Pin to Collection
Add a note
Industry Beers and Ciders
Media Promo & PR
Market Brazil
Agency Content House
Creative Director Adrianne Elias
Producer Débora Barreto
Editor Fernando Mazzuco
Released January 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Product/Service: BEER
Date of First Appearance: Jan 4 2011
Entrant Company: CONTENT HOUSE, Sao Paulo, BRAZIL
Entry URL:
Creative Director: Adrianne Elias (Content House)
Planning Director: Juliana Teixeira (Content House)
Account Director: Claudia Dalmati (Content House)
Agency Producer: Vanessa Vieira (Content House)
Production Company: TV Profissional (TV Profissional)
Film Director: Fabito Rychter (TV Profissional)
Editor: Fernando Mazzuco (Content House)
Producer: Débora Barreto (TV Profissional)
Media placement: Web video - Youtube - 04/01/2011

Describe the objective of the promotion.
Skol is a leading brand of beer in Brazil. All the TV campaigns are about sharing and bonding moments with friends over a Skol. Our brief was to bridge the gap between fiction and real-life in a brand new multiplatform experience, with low costs and relevant impact at the same time.

Describe how the promotion developed from concept to implementation.
The idea was to recreate the TV Spot story, in real life.

On a day on the beach like any other, curious beachgoers were surprised by what appeared to be a natural hole in the sand, with a yellow chain coming out. So they tugged on the chain.

More than 200 consumers were rewarded with... Guess what? Free beer!

With a cheap and creative method, we hide a huge PVC pipe in the sand. At one side, the hole with the chain, at the other, some hidden producers hanging cold beer cans. With hidden cameras we registered all the reactions.

Explain why the method of promotion was most relevant to the product or service.
In Rio de Janeiro, the beaches have exclusivity contracts with some beer brands, and all points of sale can´t sell other brands.

We choose one of the hottest points in the beach, that Skol had just loose for the competition. So, we did a real guerrilla marketing activation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The project bridges the gap between fiction and real life, allowing for a brand-new entertainment experience for the target audience during one of the most relevant consumption occasions.

More than that, a simple idea has spread on the web: in the first week, right after its launch, the video enjoyed more than 20,000 views on YouTube and more than 100,000 mentions on Google, and generated an enormous amount of free publicity for Skol, in national and international magazines, sites and blogs.