Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Tátil Design
Creative Director Frederico Gelli
Released October 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: TÁTIL DESIGN
Product/Service: DESIGN COMPANY
Date of First Appearance: Oct 4 2009 12:00AM
Entrant Company: TATIL DESIGN, Rio de Janeiro, BRAZIL
Entry URL: http://www.tatil.com.br/cabore/
Creative Director: Frederico Gelli (Tátil Design)
Producer: Camila Neves (Tátil Design)
CopyWriter: Milton Von Seehausen (Tátil Design)
Artworker: Marcelo Lopes (Tátil Design)
Planning Director: Patrícia Pinheiro (Tátil Design)
Graphic Designer: João Faraco (Tátil Design)
Producer Manager: Anderson Marcicano (Tátil Design)
Creative Manager: Raphael Abreu (Tátil Design)
Product Manager: Felipe Aguiar (Tátil Design)
Product Designer: Fábio Gaspar (Tátil Design)
Strategist Planner: Ana Camargo (Tátil Design)
Media placement: Website Campaign - Http://www.tatil.com.br/cabore/ - 4 October 2009

Describe the objective of the promotion.
Nominated for the most desired brazilian communication award, the Caboré, in which the winners are chosen by popular vote from market professionals. Tátil needed to create a campaign in order to attract votes and have a chance at receiving the owl (symbol of the prize). A great responsibility, because never in thirty years, had a design agency won the Caboré. The campaign showed Gátil, our mascot and design product, which, just like any cat, always falls on his feet, trying to win over the Owl. A love story told in five episodes of the Gátil´s Saga (displayed in hotsite).

Describe how the promotion developed from concept to implementation
2009 was very important for Tátil. The agency completed 20 years, won a Lion, the Idea and the D&Ad. To finish the year in a big style, the conquer of the Caboré’s Owl would be perfect. Gátil was chosen to symbolise the Tátil search for more such recognition. After winning Caboré Award, Mini-Gátil was born as the result of the burning love between Gátil and the Owl. As an end of year gift, Mini-Gátil and Gátil had been sent to the clients and employees with a friendly explicative information leaflet, which thanked everyone for being part of this achievement.

Describe the success of the promotion with both client and consumer including some quantifiable results
Gátil´s Saga exceeded all expectations. It was a great success, managing to attract votes and have a chance to win the Caboré, and allowed the birth of the Mini-Gátil. Mini-Gátil, represents the playful spirit of creating the Tátil, and also symbolises the results obtained by the agency with this business philosophy. With the delivery of Gatil and Mini-Gátil, Tátil narrowed, so emotionally and directly, the relationship with clients and employees. The action got 100% positive feedback from the clients of the agency and contributed indirectly to the signing of jobs, and fee contracts.

Explain why the method of promotion was most relevant to the product or service
During the campaign a huge divulgation of Gátil´s Saga has been done by Tátil, for the clients and employees. Then, everyone could support this romance and have fun while watching the episodes using the campaign´s hotsite. The last chapter celebrated the winning of the prize, and also divulgated Mini-Gátil´s birth, finishing the Saga with a funny and unexpected finale. Gatil and Mini Gatil were immediately associated to the winning of Caboré Awards – that represented a very important year for the agency - as soon as our clients and employees received them.