Creativity + Strategy

Agency: Expertise Group

Client: Grupo Bimbo

Product: Nutrella – Vitta Natural Bread

Date: April/ 2009

*Download original presentation here*

Background:

Grupo Bimbo, Latin American leading baking company, was about to launch a new line of breads for the Nutrella brand.

The Unique Selling Proposition for the new line was “Natural – 100% whole weat”.

Demand:

Grupo Bimbo was looking for an strategy that could integrate both the “Communication” – with visual guidelines and packaging being already pre-approved by their Ad Agency – with the “Activation” of its new line of breads, resulting in a coherent approach in its many different channels.

This strategy should also be focused to involve at least one of their three main needs: Trial Tastings, Awareness and/or Partnership.

Development:

As we were asked to aim on a really broad target  - Women, AB+, 25-44  - we knew that to succeed we should find the right balance between being broad enough to be understood by the target and, at the same time, being deep enough to deliver the right message.

With that in mind we started out mapping the innumerous contact points shared with our target. After that, all of those places and situations were faced with the Nutrella’s USP. In other words, we started to look out for places where our target could be impressed without being disturbed, as the product was supposed to be merged with its surroundings.

We also setup some conditions that had to be respected throughout the proposed activities:

- Content – Always be beyond the message itself, delivering content that would enlighten or facilitate our consumer’s life, bringing real benefits for them.

- Be natural, nature-related – Bringing Nutrella’s positioning to life, making it real, more than a speech.

Execution:

The strategy behind all the proposed actions was to always relate the new line of products to the concepts of “Healthiness” and “Well-Being”, no mater which was the point of contact developed. With that we would be able to keep the unity of the message throughout the channels, rightly positioning the product for its many different consumers.

A second point that was really stressed was the “natural” appeal. All the materials used to support the communication should be in line with the message itself, reinforcing it.

One third and important point was the development of partnerships that were beyond the usual, taking the product to places where it was not necessarily sold. This out-of-context message allowed us to take the product one step farther than its rivals as its message was going to be exposed on competitors-free environment.

Result:

Accordingly to the Client’s words the project was “far beyond from all others presented” and “there was no other way”, even if they wanted, “to not recognize the Expertise Group as the winner of this pitch”.

After hitting the market, these are some of the numbers obtained for the POP channel:
- 200+ activated establishments;
- 280,000 approaches;
- Positive conversion tax = 37% (approaches turned into sales)

Agency: Expertise Group

Client: Credicard Citi

Product: Credit Card

Date: February/ 2007

*Download original presentation here*

Background:

Credicard Citi – a credit card issuer company – set up a process to define an Agency to execute its yearly promotion.

Demand:

Despite raising the use of the credit card as a payment option or the average ticket value, this time they were looking for a promotion that would be able to attract non-traditional clients (that own the Credicard Citi card but don’t adhere to its promotions) and potential users.

Development:

The strategy behind the promotion was set to stimulate the target to think of the proposed prize – a million reais – and its almost limitless possibilities by asking the question: What would you do with one million reais?

As we could analyze in similar situations (like when there is a big prize being paid by the lottery for instance), when the public starts to think of the prize, to dream of it, they tend to get involved and adhere. Soon, still in the example, even the ones who never bet are inclined to do so.

Stimulating our public to dream with the proposed prize would result in a much more involving communication and lead us to a really efficient campaign.

Execution:

The proposed name for the promotion was “A Million Dreams”, linking its name directly to the prize being paid, one million reais.

All the campaign was based on asking the public “what would they do with one million reais” and them presenting the use of the Credicard Citi card as the viable way to achieve what they dreamt of.

We were also going to stimulate the public to tell us them dreams in many different ways, and then use the generated content to promote our communication.

This way, despite dreaming of the prize, the public would also recognize itself and its pairs at the campaign, feeling part of it and, of course, much more involved and inclined to adhere.

A multidisciplinary strategy was going to be used to reach such broad kind of consumers, trying to be present on different points of them regular activities.

Project Presentation:

To present such an ambitious project a film was made to be screened at its beginning.

The film, shot at the Presentation’s Room neighborhood, showed citizens being asked “what would they do with one million reais” and brought a lot of different and (mostly) funny answers. As the film goes on the reporter, walking down the streets starts to get closer to the place where the presentation is taking place.

Suddenly the screening is halted and, surprisingly, the reporter enters the room with his camera to ask everyone the now famous question, involving the client on the proposed strategy.

The content caught on tape was then edited and, at the end of the presentation, the same movie was screened, but now including the clients answer on the question.

To help support the presentation and, most important, to ensure anyone would be able to present it, a Script was written pointing out all the important arguments and commentaries on each slide. You can download the original script here.

Presentation Film – full version
(with clients at the end)

Result:

The project was chosen as one of the bests and “made it to the finals”.

Unfortunately the client halted the process and canceled the promotion for the given year.

Agency: 360 below the line

Client: Sony Ericsson

Product: w800i

Date: June/ 2005

*Download original presentation here*

Background:

Sony Ericsson was about to release a revolutionary cell phone: the w800i.

Revolutionary because of its unique orange color, its unique features – 2 megapixels camera, music player with dedicated keys and long lasting battery – and its griffe – the cell phone was relaunching the Walkman brand.

Demand:

The agency was hired to develop a low cost launching campaign and to localize its communication – “Always Connected to Your Music” - in order to sustain the worldwide launch synergy.

Development:

The strategy to reach such a broad target with a scarce budget was to explore the places and situations where our potential consumers could be found, always focusing on them urban profile.

Its communication had to be aligned with the w800i’s uniqueness in order to help building its brand and positioning, being innovative and unlike anything that has been done so far.

Execution:

Some weeks before the official launching the main streets of Itaim, Vila Olímpia, Brooklyn and Jardins received an expressive number of Graffitti interventions (15) based on the Music/ Dance theme and exploring the orange color allusive to the product.

Two blank panels were mounted alongside the Faria Lima and Juscelino Kubitschek Avenues where, at night, a special projection could be spotted highlighting the w800i’s main features and positioning.

A special place was mounted at the corner of Amaury Street (famous for its restaurants) and Faria Lima Avenue merging these two communications: Graffitti intervations on its walls and a thematic panel over it, where nightly projections took place.

In addition to that, a demonstration booth was mounted at the Iguatemi Mall and two promotion’s teams visited bars, universities and gyms for a hands-on experience.

Sony Ericsson w800i – Urban Interventions

Result:

The whole effort, that was expected to last from July to December, had to be halted on October due to its success: all the w800i brought to Brazil were sold out!

Sony Ericsson of Brazil was awarded by the main office as the best launching effort in Latin America.

The project won a Grand Prix as “Promotional Case of the Year” in 2006 and four other awards at different Festivals.

Agency: 360 below the line

Client: ComTech

Product: Off-Track Betting Stores

Year: 2006 

*Download original presentation here*

 Background:

ComTech saw an opportunity to launch a new gambling segment at the Brazilian market: the Off-Track Betting Stores (OTB).

Those were places where you would be able to bet on different animal races (horse races at first) from prestigious locations all around the world while enjoying a drink with all the comfort and security.

This opportunity was supported, in one hand, by a federal law that was about to be approved at the time and, on the other hand, by the closing of all Bingo´s places (Lotto) that was now banned in major cities, leaving a gap between their clients.

Demand:

ComTech asked for a complete launching project, starting with the market and consumer research, brand development and positioning, architectural projects for a flagship store and all the communication and promotional actions regarding their launching and supporting phases.

The project was supposed to be “data loaded” and “self-selling” as it was going to be used to present the opportunity and persuade its foreign partners/ investors.

Development:

The whole project was under my responsibility from the field research through branding, positioning and creative guideline. In this case also the proposed name “Winnin’” was mine suggestion inspired by the Las Vegas’ Wynn brand. Creative execution was conducted by the team.

Result:

The project was approved by both clients – Brazilian and foreign partners – but it is now “on hold” since the Federal Law to regulate the activity is still pending approval.

Client: AmBev

Product: Hoegaarden Premium Beer

Date: December/ 2007

This is a fictional project developed at the Miami AdSchool, but based on a true briefing held by an AmBev Product Manager.

*Download original presentation here*

 Background:

AmBev was going to launch a new beer at the Brazilian market: the Hoegaarden Premium Beer.

Imported from Belgium, the beer differs from the others as it takes wheat, coriander and dried orange peel on its composition. It also has a special cup to be served with, making it even more distinctive.

Demand:

AmBev wanted to know how to position and how to communicate its new product in such an important market.

Development:

After many researches and studies we found out that the Premium Beer´s consumer was someone who has achieved some professional and personal results, has conquered some space, and was now a bit different from what he/ she used to be.

Someone who has been “polished by life”.

Adding to that (and curiously) we noted out that the special cup used exclusively to drink Hoegaarden uses a six-sided bottom, different from all the other Premium Beers’ cups that share the same rounded bottom.

All that studies and observations led us to the communication insight:

“If you’re no longer the same, why your beer still is?”

Execution:

The creative execution was based on the concept “Hoegaarden – It is great to evolve” which was then developed to the slogan: “Hoegaarden – When you evolve, the world evolves”

The proposed communication was multidisciplinary including films and magazines ads, specific Point if Purchase and Point of Consumption activation, and also contextual actions, like sampling on flies departing from Belgium to Brazil.

Project Presentation:

The presentation was developed as a “Journey to the Beer World (Reis rond de Bierwereld – in Dutch)”, reflecting how premium beers´ consumers feel when tasting different bottles.

To strengthen this result all its main points were named as different cities and all the knowledge achieved on it “city” was presented as notes written on a diary.

The “journey” was planned as a round-trip which was (obviously) shaped as the brand hexagon. That helped, also, to reflect the communication insight.

As the trip started on the city of Hoegaarden, when we got back there with all the knowledge earned throughout the journey, we were not the same: we were polished by it!