Cannes Lions

NATURA

ARANDAS MARKETING BOUTIQUE, Salvador / NATURA / 2015

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Case Film
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Case Film
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Overview

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Overview

Description

The challenge was to launch #urbano, the new brand of Natura's perfumery for men, a young and modern brand with a distinguished and innovative launch product: a single fragrance and four surprising art works on the bottle. We had to cause an impact on the press and the audience in a positive and significant manner and place #urbano as a new way for the market to see Natura's perfumery. Based on that, we created and produced a package of actions that invited the audience to know, experience, and appreciate the value of the Brazilian street culture, ingredients that were also "inside" #urbano's box.

Opinion makers, journalists, and guests came from across Brazil for the great launch event in São Paulo, Latin America's largest city. The invitation to #urbano's launch event simulated the product package being opened. Inside it, a card, resembling a credit card, with the invitation to the event and the announcement of a performance by group O Rappa, one of the most popular Brazilian bands among opinion makers and the great majority of journalists. Their lyrics cause a strong social impact and bring a language that is typically urban. At first, it was somewhat awkward holding a Natura's event with a concert by O Rappa. The first moment of suspense had been created among the guests; their curiosity had been aroused.

Execution

An original and powerful song can be an extremely important reinforcement in the launch of a new brand. That is why, instead of developing a jingle, we chose to create a REAL SONG! In this sense, the concept-video should be a music video in perfect alignment with the audiovisual language of the urban and contemporary phonographic productions.

The lyrics neither mention the product's characteristics nor brand Natura. Instead, it refers to the vocabulary and ideas of the groups linked to the urban dynamics. Careful research was carried out in order to identify the keywords, the jargons, and the characteristic language of the street culture. On the other hand, there was the concern about this being a song that any given audience could easily consume. The song incorporates hip hop beats to the contemporary pop music. The male interpretations were inspired in the Brazilian and International hip hop singers and DJs. The musical production was made by a team of five professionals concerned about transmitting the revealing power and engaging potential of the movement to the new brand #urbano.

Outcome

We went far beyond the creation of a promo action to the launching of #urbano - the agency was involved deeply in customer reality to create significant packs of CONTENT with videos, original song and visuals. The case of #urbano demonstrates that a BTL agency can and should contribute significantly and unquestionably in the development of communication and marketing strategy of a new brand. Natura evaluated the #urbano launching as the largest and best launching strategy of the company of all time. During the first months after the launch, the #urbano scent hit sales record: over 2 million units sold. With the action in Universities more than 38,000 students were impacted, 32,000 samples were distributed. In all, 848 people direct participated in the beatbox contest and graffiti workshops. We delivered 339 #urbano bottles of perfume as a gift to the best performances.

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