Cannes Lions

PACKAGED FOODS

GIOVANNI FCB, Rio De Janeiro / KRAFT / 2002

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Overview

Description

Eduardo PedreiraAna Beatriz Brasil Leverage the "Umbrella" concept positioning "Anytime, Anywhere", aiming to consolidate the brand image and to turn Club Social into a category icon (1 choice), definitely conquering the consumers preference and loyalty. Aggressive out-of-home campaign pursuing imposing and innovative areas, interaction with the target and service rendering. In addition to marketing our brand on very tall builing walls, enveloped subway trains, public facilities, back-bus and busdoor, we also managed to:Establish a new sales channel - by buying advertisement space at the news stands in downtown Rio de Janeiro, where more than 6 million people converge daily;Provide exposure for the brand where there were no conventional outdoor mediums - the acquisition of a special sponsor's share at a radio station event allowed us to market our brand at the beach, at the climbing wall event, which in addition to acting as a formidable outdoor media on the Rio de Janeiro seaside, helped consumers become familiar with the brand throughout the event;Optimize the investments through service rendering - back-lights at airports with clocks, sponsored by the supplier. The Media Team based on the concept of the product, a cracker biscuit in a portable package, easy to carry everywhere, carried out a detailed study on outdoor media potential and identified new opportunities to market the brand, adding attributions to each media: interaction at the climbing wall, service rendering with the clocks at the airports, priorly inexistent, and new sales channel at the news stands, which began to sell Club Social. We managed through these actions, whether by the distribution of the product (sales at new stands), by interacting with the consumer (climbing wall event), or by service rendering (clocks at the airports), to enlarge the exposure of the brand conveying the product's concept positioning, "Anytime, Anywhere". The synergism in these actions helped market the brand in a unique and innovative way.

Execution

The Media Team based on the concept of the product, a cracker biscuit in a portable package, easy to carry everywhere, carried out a detailed study on outdoor media potential and identified new opportunities to market the brand, adding attributions to each media: interaction at the climbing wall, service rendering with the clocks at the airports, priorly inexistent, and new sales channel at the news stands, which began to sell Club Social.

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