Skol Promo ODYSSEY SKOL by F/Nazca Saatchi & Saatchi Sao Paulo

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ODYSSEY SKOL

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Industry Beers and Ciders
Media Promo & PR
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Director Daniel Soro, Alexandre Chalabi, Fabio Hacker
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Marcio Leitão | Pedro Pinhal
Copywriter Thiago Espeche Art Director
Illustrator André Maciel, Cris Barros
Editor Beto Hacker, Nuno Ferreira Leo Burnett
Released November 2010

Credits & Description

Category: Best Use of Games
Advertiser: AMBEV / SKOL
Product/Service: BEER
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/Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Fabiano de Queiroz "Tatu"/Pedro Pinhal/Theo Rocha (F/Nazca Saatchi & Saatchi)
Copywriter: Thiago Espeche (F/Nazca Saatchi & Saatchi)
Agency Producer: Gisele Campos (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel/Cris Barros (F/Nazca Saatchi & Saatchi)
Production Company: Driver/ ractor Films (F/Nazca Saatchi & Saatchi)
Production Company: Somzera/Loud (F/Nazca Saatchi & Saatchi)
Director: Daniel Soro/Alexandre Chalabi/Fabio Hacker (F/Nazca Saatchi & Saatchi)
Editor: Leo Ferreira/Beto Hacker (F/Nazca Saatchi & Saatchi)
Programmer: Paulo Pacheco/Igor Almeida/Ariadne Gomes (F/Nazca Saatchi & Saatchi)
Media placement: Radio - Jovem Pan FM (Pânico) - 11 October 2010
Media placement: TV - RedeTV! (Pânico Na TV) - 17 October 2010
Media placement: Internet - Blog - 24 October 2010
Media placement: Internet - Games (Searching For The Lost Skooler) - 31 October 2010
Media placement: Videos - Game's Clues - 31 October 2010
Media placement: Applications - Facebook; MSN - 31 October 2010
Media placement: Wood Drawer - Distributed To Online Game Finalists - December 2010

Describe the objective of the promotion.
For Skol Summer we created a multiplatform campaign. The media outlets used were:
television, Google Maps, Twitter, Facebook, radio, Internet game, films, posters, a fictitious products website, MSN tabs, apps and telephone calls.

By the end of the campaign we created a Collection Box of the Saga with:
the deck of cards used in the film 'Olinda' by the Olinda Giant Dolls, three posters of the Saga, a DVD of all the films and a CD with the soundtrack.
We also created a new product for the brand, a remote-controlled cooler (Skooler) that will be commercialised throughout the country.

Describe how the promotion developed from concept to implementation.

'Searching for the Lost Skooler' is an online riddles game. The final design of the poster is based on the surprising story of this game and uses strong visual cues to call the attention of the consumers without telling them what, in fact, the game is.
We translated literally this good humoured spirit of Skol beer, combined with differentiated and intriguing language.

Explain why the method of promotion was most relevant to the product or service.
We created a fictitious nervous breakdown of Daniel Zuquerman from TV show 'Pânico' and the 'Skooler', a personified Skol cooler. One day Daniel loses the Skooler. The 'Saga of the Lost Skooler' was an enigma game in which the public needed to help Daniel to find the Skooler through clues left on Google Maps. On Facebook and on the MSN tab, the 'Oracle' would give tips to the whereabouts of the Skooler.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.