Solar Promo BIQUINI by WMcCann Brazil

Adsarchive » Promo » Solar » BIQUINI


Pin to Collection
Add a note
Industry Skin Care
Media Promo & PR
Market Brazil
Agency WMcCann Brazil
Creative Director Fred Sartorello
Art Director Viviane Pepe
Released December 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: L'ORÉAL PARIS
Product/Service: SOLAR EXPERTISE
Agency: WMcCANN
Date of First Appearance: Dec 10 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
CCO: Washingto Olivetto (WMcCANN)
Creative Director: Fred Sartorello (WMcCANN)
Art Director: Viviane Pepe (WMcCANN)
Copy writer: Wallace Marques (WMcCANN)
Head of Strategic Planning: Aloisio Pinto (WMcCANN)
Planning Director: Gustavo Otto (WMcCANN)
Account Director: Patricia Bahia (WMcCANN)
Account Executive: Erika Casal (WMcCANN)
Media placement: Internet - Meio & Mensagem online - 04/1/2011
Media placement: Intenet - Vie Graphique - 07/1/2011

Describe the objective of the promotion.
We needed to create an innovative brand experience, connecting the consumer with the brand through the moments of usage and making more people talk about the product and the brand.

Describe how the promotion developed from concept to implementation.
The process was relatively simple but very innovative: we used the brand codes to create a proprietary, exclusive and fashionable textile print. Then we invested in a co-brand project with a famous Brazilian beachwear brand, by having our print used in a small collection. This way we created our own “brand collection” with two exclusive pieces that should be sold with its regular beachwear collection.These two pieces produced reflecting our concept purpose "Increasing the pleasure of the summer" with a mix of confort, quality and style.

Explain why the method of promotion was most relevant to the product or service.

The method was relevant since we have put the brand inside the beachwear market, a universe strongly related with the product consumption, and also with innovation and desire. We placed our brand in a wish-list category.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was successful since around 70% of the co-brand pieces were sold. Another important aspect was the buzz generated through magazines, blogs and social networks with a return in spontaneous media higher than the investment in one single page in a magazine (these was the amount paid for the partnership). And the most important thing: now people are going to the beach with our brand.