Cannes Lions

TELECOMMUNICATIONS PROVIDER

GIOVANNI+DRAFTFCB, Sao Paulo / SKY / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

The media effort was focused on the coast of Sao Paulo State - an area with almost no cable TV providers and therefore a high satellite TV potential. Two beautifully blond girls walked on the beaches and sidewalks, wearing micro bikinis just covered by black strips identical to the ones used on TV (to cover nude scenes), and the main message pasted on the girls’ bottoms - the female body part most valued by Brazilians.

Outcome

Along 4 weekends approximately 727,500 people were reached with a low investment (US$30,600.00), generating a high recognition index of the explored benefit, followed by a 11.3% new subscriptions sales growth in sales with this feature in this area.

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