MONSTER by F/Nazca Saatchi & Saatchi Sao Paulo for Skol

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MONSTER

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Industry Beers and Ciders
Media Promo & PR
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Copywriter Thiago Espeche Art Director
Illustrator André Maciel, Cristiano Barros
Account manager Christiano Bock, Marcello Penna | Carmen Rodriguez | Danielle Cabral, Rafael Pontes
Released November 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: AMBEV / SKOL
Product/Service: AUTOMOBILE
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 26 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL: http://www.skol.com.br/todosporuma/index.aspx
Creative director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Copywriter: Thiago Espeche (F/Nazca Saatchi & Saatchi)
Art director: Fabiano De Queiroz "Tatu" (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel (F/Nazca Saatchi & Saatchi)
Illustrator: Cristiano Barros (F/Nazca Saatchi & Saatchi)
Account director: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account manager: Christiano Bock (F/Nazca Saatchi & Saatchi)
Account manager: Danielle Cabral (F/Nazca Saatchi & Saatchi)
Account manager: Rafael Pontes (F/Nazca Saatchi & Saatchi)
Planning director: Fernand Alphen (F/Nazca Saatchi & Saatch)
Planning manager: Bertrand Cocallemen (F/Nazca Saatchi & Saatch)
Planning manager: Guilherme Pasculli (F/Nazca Saatchi & Saatchi)
Planning manager: Mark Cardoso (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Pedro Earp (Skol)
Advertiser's Supervisor: Harry Lewis (Skol)
Media placement: Poster - Distributed, inside a wood drawer, to online game finalists. - December 2010

Describe the objective of the promotion.
For Skol we created a multi-platform campaign. It all started when we created a fictitious drama in the real life of a famous Brazilian TV host. Soon after, we transformed this drama into an Internet game. Many films, photos, ringtones and apps were created for the game. Based on this story, we created a new product for the brand that will be sold throughout Brazil.

Describe how the promotion developed from concept to implementation.
On Twitter we created a fictitious nervous breakdown of Daniel from TV show “Pânico”. On the Pânico radio show, his colleagues complained about his grievances and the topic even became a story on the TV show. Skol offered him a vacation. On a blog, for 3 weeks, we posted videos, photos, texts and exclusive materials. A mascot for the group, “Skooler”, was the personified Skol cooler. One day Daniel loses it. Therefore we created “The Saga of the Lost Skooler”, an enigma game in which the public needed to help Daniel to find the Skooler through clues left on GoogleMaps.

Explain why the method of promotion was most relevant to the product or service.
The game, created for Summer Skol, reinforces the brand’s vocation for innovation, when the theme is the presence in the young universe. Skol always seeks a permanente and intense form of being in touch with its costumers, through innovative ways, and, once again, we innovated:an online game was created, that enhanced the brand’s spirit, which focuses on the fun with friends.

Describe the success of the promotion with both client and consumer including some quantifiable results.
All kinds of clues were produced: films, websites, newspaper, illustrations, apps, social networks and telephone calls. On Facebook and on the MSN tab, the “Oracle” would give tips of the whereabouts of the Skooler. One million participants reached the end of the game. During the game, more than 24 hours of audiovisual content and half a million photos were sent in by the participants. One and a half million people spent an average 10 minutes per day on the website. A record for the brand.