Cannes Lions

TV AND COMPUTER

TALENT, Sao Paulo / TOSHIBA / 2011

Awards:

1 Silver Cannes Lions
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Overview

Entries

Credits

Overview

Execution

SOLUTION: We went for programs that could translate the idea of “surprise” within its context.

We chose to use merchandising actions in order to use the endorsement of the presenters and to ensure a greater attention of the spectators.We developed with the network an unpredictable intervention, live, during the action of the product’s attribute.

Instead of entering products into TV Programs, we inserted TV Programs within the products.The ultra-slim LED TV did a 90° rotation, showing the message through the media format.

Other actions were developed for products as:Media PC – all in one computer.PC Extreme – liquid, dust and fall resistant.STI Mobile Phone – Mobile with integrated TV.

Outcome

RESULTS: Great repercussion of spontaneous media and social networks, increased brand awareness, and increased sales in 11% during the campaign’s period.

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