Approach the Kibon brand to the consumer (men and women ABCDE classes more than 4 years old)Maximize frequency, considering an efficient reach of 50%.The action should, prior to everything else, valourise the Kibon brand through a very special communication and improve the role it represents in the society. It was bought a Master Sponsorship Quota of TELETON in 2002, negotiated straightforward to AACD, whose value was integrally destined to the rehabilitation centers. The quota consisted of several things, besides arena properties and Kibon's mention as a sponsor by the TV presenters in the TELETON marathon day.The partnership with SBT consisted of the production of 4:30 TVC executions (agency creative) with key SBT´s artists (Babi, Celso Portiolli, Jackeline e Turma do Disney Cruj). From March to April, those commercials were aired in ROS time, nationally, linked SBT’s TELETON 2001 rendering account reminders. Kibon TVCs were also aired during prime time. Special live testimonials were made with Hebe Carmargo, traditional SBT presenter and TELETON´s godmother who ratified and acknowledged the social importance assumed by Kibon company.Considering the action as a whole, we had 1 billion of impacts and an effective reach of 77%. In terms of investment, the best result was the outstanding positive impact against the public which: Improved the Kibon image as a social responsibility brand; Got back the fidelity; Increased Kibon ice cream sales (in months when the sales normally decline). Approach the Kibon brand to the consumer, through a partnership between AACD (Aid Association of Defective Child) and SBT TV. More than a media activity, the project involved the SBT´s marketing, artistic and commercial areas, subsidising TVC costs on behalf of donations from product sales. Kibon is an established and leader brand in the Brazilian marketplace, however, it has been having problems due to a raining and not so warm summer (the ice cream consumption in Brazil is atypical) once the sales are concentrated in the warmest months of the year – Nov-Mar).It was necessary to reinforce the communication and Kibon image, by stimulating an approach with the consumers in order to consolidate its leadership through a very innovative action.In Brazil, TELETON, can be realised only through AACD and its funds collection is driven exclusively for building and maintenance of rehabilitation centers.In 2001, the TELETON marathon had the participation of 130 artists, 25 TV presenters and 1500 collaborators. It was more than 27 hours on air and R$10.165.053,00 collected. SBT was the main channel for broadcast TELETON and got the first position in rating in several moments, reaching 39% in households.In media terms this project deserves to be a winner because it was an innovative way of using the SBT’s communication to leverage Kibon’s activity with Teleton.

Approach the Kibon brand to the consumer, through a partnership between AACD (Aid Association of Defective Child) and SBT TV. More than a media activity, the project involved the SBT´s marketing, artistic and commercial areas, subsidising TVC costs on behalf of donations from product sales.