Arno Direct BLENDER MAZE Publicis Sao Paulo

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BLENDER MAZE

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Media Direct
Mercado Brasil
Agencia Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Sidney Araujo
Copywriter Rodrigo Strozenberg, Gustavo Alves
Producer Rita Carolina Vilarim, Thiago Loureiro, Emerson Russo
Account Supervisor Ana Flávia Back
Publicado noviembre 2012

Creditos y descripciones

Advertiser: GROUPE SEB
Agency: PUBLICIS BRASIL
Category: Bars, Restaurants & Stores, etc.
Illustration: (Big Studios)
Producer: Emerson Russo (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Producer: Rita Vilarim (Publicis Brasil)
Videocase Producer: Tato Bono (Publicis Brasil)
Videocase Producer: (Studio Great)
Account Supervisor: Ana Flávia Back (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Account Manager: Fábio Simão (Publicis Brasil)
COO/CCO: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Videocase Producer: Mayane Milinavicius (Publicis Brasil)
Producer: Thiago Loureiro (Publicis Brasil)

Client Brief Or Objective
Our challenge was to show home appliance consumers – whether Arno clients or not – that the Arno Clic’Lav blender is much easier to wash than blenders from other brands. Our strategy was to send housewives a direct marketing piece that was impacting, engaging and that showed the product’s main benefit in a fun and interactive manner.

Implementation
We created the Maze Blender. More than a simple insert, an entertainment piece that can be taken anywhere, allowing movements that ensure that the game of maneuvering the small metal ball which represents dirt. 300,000 blender-shaped maze games were sent to housewives with the most important women’s magazine in Brazil.

Outcome
The piece impacted over 300,000 housewives and generated huge recall with consumers, the media and the trade. The product was in the conversation, both in the internet and in the market. In sales, the result was positive and surpassed expectations, with the product selling out and drawing new consumers to the brand. The piece helped strengthen Arno’s values of innovation.

Execution
The originality and interactivity of the piece, along with the differentiated format of the communication amidst the home appliance market, increased consumer engagement with the brand and the awareness of the message.