The Choir is not exclusively classical, and as such has a broad music lover’s appeal (Beatles to Beethoven, via Brazilian pop).Choice of media channels sought to “chase the target” throughout their “music day”.

We started with cultural space in morning newspapers, followed by music radio throughout the day, closing in the evening with the actual choir performance, and TV spots for those at home.All point of sale material included the Choir’s endorsement.

-Communicate superior brand credentials in medical throat care.-Associate the product to “achievement” rather than “irritation relief” which had hitherto been the category standard, and in so doing…begin building the concept that prevention is better than cure-Establish emotional link with the consumer.

-Good relationship between the Choir and the “cultural” media, combined with relevance of the message, allowed a negotiation above average media discounts (86% off rate card, compared to standard 40%)-Free PR through the most relevant newspapers and magazines in town -Sales showed a 13% increase

Sponsorship gave us presence on all advertising for the choir. We tailored executions to each medium:TV: Showed the actual choir, all 44 throats singing Beethoven’s 9thRádio: Recorded Symphony of “irritated throats” singing Beethoven’s 9th in contrast of Benalet with Paulistano ChoirPress: Image associated brand to longer performance timesThe above was paired with endomarketing campaign where 32 members of the Pfizer Choir performed at the Pfizer factory.

We identified media territories that would help create the concept of “throat performance”. Audio media were a natural, but obvious fit.In looking for a creative way to use radio, we came across the Paulistano Choir.The Choir had exactly what we needed – throats, performing, with sound “professional” credentialsThe strategy:To “own” music performance in the media, by sponsoring the most traditional choir in Brazil, and advertising the sponsorship in flagship “music performance” media. The association allowed us to make brand benefits tangible, whilst softening the functional approach

Andre Faccioli: Photographer; Luciana Mariano:Media; Carolina Prado: Client; Jarbas Agnelli:Director; Waldo Denuzzo: Director; Anna Bohm:RTV; Sergio Silveira: Business Director; Felipe Zorzi: Account Assistant