Cannes Lions

DEVASSA BEM LOURA BEER

AGÊNCIA MOOD, Sao Paulo / GRUPO SCHINCARIOL / 2010

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Overview

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Overview

Description

Launch a new brand of beer – Devassa Bem Loura – on the highly competitive Brazilian market that is still dominated by the competing brewery, which has large fire power, and achieve a 3% share in two years. Important: Devassa in Portuguese, means sexy, independent, bold, and irreverent, in this context.

Execution

Twitter was used very efficiently for the first time in Brazil, and gave a big boost to the campaign for launching a new beer in the country.It all began on a Sunday night, when just two inserts were run during the breaks in TV programmes, between 10 and 10:30, showing a classic scene of a photographer in an apartment taking pictures of a mysterious dancing blond. The end of the commercial invited the TV viewer to access the site www.bemmisteriosa.com.br.The site showed only a small keyhole and part of the blond’s body.The big idea was to invite Internet users to tweet with bemmisteriosa. The more tweets, the bigger the keyhole became.There were several guesses, including Lady Gaga and Madonna. No less than 119 blogs commented on the action.

Outcome

There were more than 623,000 hits on the site. Less than 24 hours, bemmisteriosa became a hit on Twitter, getting into the Top Trends Brazil for two days, with 44,994 posts on the third day. There was so much commotion that some Internet users made the hashtag #bemmisteriosafail, because they were anxious to discover who the blond was.The product became known to 94% of the target group. Spontaneous media return was on the order of US$11,930,101 which impacted the country’s large critical mass. Sales results showed the achievement of a 1% market share in just one month.

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