LADDER by Y&R Sao Paulo for Tam Airlines

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LADDER

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Industry Airlines
Media Promo & PR
Market Brazil
Agency Y&R Sao Paulo
Art Director Marco Mattos, Pedro Rosa Leo Burnett Tailor Made
Copywriter Roberto Kilciauskas
Account Supervisor Alessandro Cardoni
Released April 2010

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: TAM
Product/Service: AIRLINE
Agency: Y&R
Date of First Appearance: Apr 5 2010 12:00AM
Entrant Company: Y&R, São Paulo, BRAZIL
Vice President Creative: Marco Versolato (Y&R)
Copywriter: Roberto Kilciauskas (Y&R)
Art Director: Pedro Rosa (Y&R)
Art Director: Marco Mattos (Y&R)
Account Supervisor: Alessandro Cardoni (Y&R)
Planner: David Laloum (Y&R)
Advertiser's Supervisor: Juliana Pompeia (TAM)
Media placement: Field Marketing - Street - 5 April 2010

Describe the objective of the promotion.
Promote an unheard-of museum in Brazil: a museum about aviation.

Describe how the promotion developed from concept to implementation
The idea was to invite people to visit the airplanes. Then they would be closer to the sky.

Describe the success of the promotion with both client and consumer including some quantifiable results
With an expense of just R$3,500,00 we managed to impact more than 35,000 people. And people started considering a visit to the museum even though it is far from São Paulo

Explain why the method of promotion was most relevant to the product or service
Because with a simple ladder we managed to tell people that they could visit the airplanes. The ladder, placed in a passageway, helped show that the airplanes would now be at anyone’s reach.