Bar Aurora e Boteco Ferraz Печатная реклама KARAOKE BREATHALYZER Ogilvy Sao Paulo

KARAOKE BREATHALYZER

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Отрасль Кафе
Медиа Печать, журналы и газеты
Рынок Бразилия
Агенство Ogilvy Sao Paulo
Director Georgia Guerra - Peixe
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Rubens Dias Filho
Art Director Diego Machado
Copywriter Leandro Custo - Beto Cocito
Producer Juscelino Vieira, Bossa Nova Films, Paula Santana
Account Supervisor Camila Porto
Editor Julio Airoldi Junior, Bruno Tsuda
Выпущено октября 2011

Кредитсы и описание

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: BAR AURORA & BOTECO FERRAZ
Product/Service: CHAIN OF BARS
Agency: OGILVY BRASIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Rubens Filho (Ogilvy Brasil)
Copywriter: Beto Cocito (Ogilvy Brasil)
Art Director: Diego Machado (Ogilvy Brasil)
Producer: Juscelino Vieira (Ogilvy Brasil)
Producer: Paula Santana (Ogilvy Brasil)
Account Supervisor: Camila Porto (Ogilvy Brasil)
Account Manager: Valeria Barone (Ogilvy Brasil)
Producer: Bossa Nova Films (Bossa Nova Films)
Director: Georgia Guerra-Peixe (Bossa Nova Films)
Editor: Bruno Tsuda (Bossa Nova Films)
Editor: Julio Airoldi Junior (Bossa Nova Films)
Sound Producer: S De Samba (S De Samba)
Musicians: Chave Marin (S De Samba)
Musicians: Dimi Kireef (S De Samba)
Advertiser's Supervisor: Ernest Petty (Bar Aurora/Boteco Ferraz)
Media placement: Karaoke Screen - Bar Aurora & Boteco Ferraz - March 12th - 2012

Describe the objective of the promotion.
Brazil increased its efforts to combat drunk driving, but the alcohol related car accidents are still high. Young people believe they can drive even after drinking alcohol. The objective of this campaign was to give people a drunk driving message at the moment they least expected it.
The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet.

Describe how the promotion developed from concept to implementation.
Bar Aurora & Boteco Ferraz decided to attack the problem with something young people can’t dodge: fun. We created the world’s first microphone breathalyzer and invited people to sing karaoke. Once on stage, we took them by surprise. At the end of each song, instead of showing their score, we showed their alcohol blood level. People received a drunk driving message before they get in their cars.

Explain why the method of promotion was most relevant to the product or service.
The strategy of this campaign was to impact young people by giving them real proof that they can’t drive the moment before they get into the car. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz.

Describe the success of the promotion with both client and consumer including some quantifiable results.
All the singers received a real proof that they were not capable to drive with all their friends and people at the bar as witnesses. They received a card with their alcohol blood level and a drunk driving message. They took pictures and shared it with their friends. The message quickly spread on twitter and facebook through users around the world. Bar Aurora & Boteco Ferraz received the attention they wanted and the most importantly, people realized Something important: If you're ok to sing, you're probably not ok to drive.