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Industry Apparel, Clothing & Footwear
Media Promo & PR
Market Brazil
Art Director Rodrigo Cabello, Felipe Ortiz, Tulio Turina
Copywriter Sandro Nascimento
Producer Henrique Sadao
Photographer Rogério Alonso
Released January 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Product/Service: BEACHWEAR
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: MOTOR PROPAGANDA, Sao Paulo, BRAZIL
Creative Director: Rodrigo Cabello (Motor Propaganda)
Creative Director: Sandro Nascimento (Motor Propaganda)
Art Director: Rodrigo Cabello (Motor Propaganda)
Copywriter: Sandro Nascimento (Motor Propaganda)
Photographer: Rogério Alonso (Rogério Alonso)
Producer: Sadao (Sadao Inc.)
Media placement: Display/point-Of-Purchase Materials - In Store Marketing - 01 February 2010

Describe the objective of the promotion.
The customer Top Fit Beachwear needed to end with its bikinis, swimsuites and accessories’ stock to release a new collection. To have that, the customer asked us for a promotional campaign of summer clearance that could make this action attractive to its public.

Describe how the promotion developed from concept to implementation
The 2009 summer was historically the hottest that Brazil has ever had, reaching temperatures of 44º Celsius. All kind of medias mentioned this fact. Taking into account this scenario, a promotion was done to give to the customer discounts according to the temperature of the moment. A display was installed inside the store and it was connected to a meteorology website. So, the higher was the temperature, the higher the customer discount. For example, if the temperature was 40º C, the customer had 40% of discount. The customers knew about the promotion through direct marketing received in their houses.

Describe the success of the promotion with both client and consumer including some quantifiable results
The clearance was supposed to last 3 weeks, but, in only 10 days all the beachwear stock was sold.

Explain why the method of promotion was most relevant to the product or service
In a tropical country, with a very hot summer, making a promotion that gave discounts according to the temperature was very efficient because the items that were on sale were related to the high temperatures. Mainly, the sensation of looking to the display and see the high temperatures, increased the feeling of the customers that they were getting a great deal.