Smart Promo STEFHANY CHANGED HER CAR by DIFERi Comunicacao de Impacto

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Industry Cars
Media Promo & PR
Market Brazil
Agency DIFERi Comunicacao de Impacto
Creative Director Mário Virva
Art Director Marcos Peresi
Producer Michele Rezende
Editor José Francisco Jr.
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Product/Service: SUPERMARKET
Agency: DIFERi Comunicação de Impacto ®
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: DIFERi Comunicação de Impacto ® , BRAZIL
Entry URL:
Creative Director: Mário Virva (DIFERi Comunicação de Impacto®)
Redactor: Mário Virva (DIFERi Comunicação de Impacto®)
Redactor: Mara Faria (DIFERi Comunicação de Impacto®)
Art Director: Marcos Peresi (DIFERi Comunicação de Impacto®)
Treatment: Andrea C. Machado (DIFERi Comunicação de Impacto®)
Treatment: Rogério P. Fonseca (DIFERi Comunicação de Impacto®)
Treatment: Lorena Ribeiro (DIFERi Comunicação de Impacto®)
Media: Danilo A. Pires (DIFERi Comunicação de Impacto®)
Media: Raissa Rezende (DIFERi Comunicação de Impacto®)
Graphic Producer & RTVC: Lincoln Cruz (DIFERi Comunicação de Impacto®)
Scene Director: Alfredo Valtier (Freelancer)
Photography Director: Cristano Adonis (Freelancer)
Editor: Francisco Jr. (Imaginare Filmes)
Producer: Michele Rezende (Freelancer)
Production Manager: Paula Bernades (Imaginare Filmes)
Audio Producer: Paulo Menezes (Batuki Soluções em Áudio)
Media placement: Internet Campaign - Youtube - 15 July 2010
Media placement: TV Campaign - Globo - 25 July 2010

Describe the objective of the promotion.
Due to the economic Brazilian growth in the last years, the C class had also grown and had its purchasing power augmented. In order to comply with this group, the Smart supermarket chain arose in Brazil. The enterprise's growth was too fast, and the chain had overtaken the concurrence in numbers of shopping units. However, the majority of the population had no idea of what was happening. How to be noticed among giants like Pão de Açucar and Wall-mart, competitors that could spend millions? Our objective was to position the Smart Chain as the biggest supermarket chain in Brazil.

Describe how the promotion developed from concept to implementation
The client had asked for an exposition of the Smart Chain over the Internet. At this moment, the pop singer Stefhany, who had already made success in this area, singing the song 'No meu CrossFox'*, had just won, in one of the most watched Brazilian TV programs, her so-singed CrossFox. As soon as possible, we made contact with the singer and then we produced a video and published it in a website associated to various actions on Blogs, on Twitter and on Facebook. *CrossFox is a car assembled by Volkswagen do Brasil.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the campaign, the audience and the media speculated that Stefhany would be the poster girl of a big manufacturer of automobiles. But, which company could it be? This fact attracted attention and expectation of millions of people over the Internet, radio and TV. By means of a revelation on UOL's website, the great mass found out: Stefhany had changed her car by a shopping cart of the biggest Brazilian supermarket chain. The revelation generated, as a result, an immeasurable image, with an investment of only US$ 25,000.

Explain why the method of promotion was most relevant to the product or service
Twenty days after Stefhany's tearful, triumphant car win on the most famous Brazilian TV program, we published a teaser named 'Stefhany changed her car.' Web surfers, who tried to guess which big company had contracted Stefhany to be its poster girl, subscribed to the Internet viral. Flash of opportunity, unique rapidness and efficiency: having this idea and publishing it in only twenty days.