SmartBuy Wines Promo NEW INVESTORS by Artplan Sao Paulo, Mohallem Meirelles

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Industry Wine & Champagne
Media Promo & PR
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Account Supervisor Marina Bulcão
Typographer Bruno Werner
Released November 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Product/Service: INSTITUTIONAL
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL:
Creative Director: Eugênio Mohallem (Mohallem / Artplan)
Head Of art: Marcus Kawamura (Mohallem / Artplan)
Art Director: Marcus Kawamura (Mohallem / Artplan)
Art Director: Rodrigo Moraes (Mohallem / Artplan)
Copywriter: Ana Carolina Reis (Mohallem / Artplan)
Copywriter: Julio D'Alfonso (Mohallem / Artplan)
Typographer: Bruno Werner (Mohallem / Artplan)
Art Buyer: Vivian Tomaz (Mohallem / Artplan)
Account Director: Ana Paula Sanchez (Mohallem / Artplan)
Account Supervisor: Marina Bulcão (Mohallem / Artplan)
Account Executive: Manoela Bon (Mohallem / Artplan)
Media placement: E-Mail Marketing - Special Mailing - 10/11/2009
Media placement: Direct Marketing - Invitation - 15/11/2009
Media placement: Event Marketing - Gangster Stunt - 15/11/2009

Describe the objective of the promotion.
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline “SmartBuy Wines. Great wines at (barely) legal prices”. Before launching the website, the company was on the look out for new partners. In order to attract potential investors to bet on a (barely) legal business, we made them feel like part of a (barely) legal scheme in a gangster movie.

Describe how the promotion developed from concept to implementation
The Prohibition Days served as a reference to the brand positioning. An event was held to present the SmartBuy Wines business plan to potential investors. Its invitation was already aligned to the brand concept: a real but hollow loaf of bread disguising a wrapped bottle of wine inside. The wrapping paper contained detailed information about the event. The guests who confirmed attendance were picked up at their homes and taken by the gangsters. The brand’s “Chief Contraband Officer” was at the door to welcome them.

Describe the success of the promotion with both client and consumer including some quantifiable results
The brand positioning became very clear to the guests. Almost 90% of them signed a letter of intention to become an associate.

Explain why the method of promotion was most relevant to the product or service
The bargain prices positioning needed to be stated. In a boring market, SmartBuy Wines was easily able to impress anyone interested in an exciting new investment and approach to wooing the consumer.