MIRROR ON THE FLOOR by Y&R Sao Paulo for Tam Airlines

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MIRROR ON THE FLOOR

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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 March 2010

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: TAM
Product/Service: AIRLINE
Agency: Y&R
Date of First Appearance: Mar 29 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 - 29 March 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 concept was based on showing that airplanes that decades ago were up in the sky, are now on the ground. Mirrors on the floor concluded the metaphor.

Describe the success of the promotion with both client and consumer including some quantifiable results
With just an expense of just R$2,000,00 we managed to impact more than 26,000 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
The idea was to show that the planes that were once up in the sky would now be within anyone’s reach. But since it would not be possible to bring such big airplanes to the streets of the city, we brought just the sky.