Case keep Cooler
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Fabiana Iglesias @rockixe
A ZOO é a unidade de negócios da DEZ Comunicação focada em planejamento web
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A marca é muito conhecida, mas apenas pelo público mais velho
Lembrança nostálgica anos 80
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“Nos anos 80, eu bebia Keep Cooler nas festas de garagem”
http://carpinejar.blogspot.com
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O Keep Cooler é uma bebida consumida principalmente pelo público entrante.
Apesar da marca ser ainda muito forte, hoje não possui discurso.
Era preciso conectar o público entre 20 e 30 anos
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Para uma ação rápida ser eficiente
“conteúdo relevante”
Nova percepção para target
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A marca no passado trouxe o conceito
“keep Cool”
Era preciso tornar este conceito verdade.
Estudamos uma ação “cool”
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Não tínhamos
Verba nem briefingapenas uma marca inativa
E a vontade do cliente em testar algo novo
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Pixel Show em Porto Alegre
Conferência de design e o maior evento brasileiro do gênero Foco em mostrar temas atuais, tendências, portfólios e cases.
O Evento aconteceu nos dias 10 e 11 de abril de 2010 - Gasômetro.
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PilotoTrabalhamos uma aposta para o cliente
Oportunidade: Não era um evento comercial e sim de divulgação e posicionamento da marca.
Encontramos uma boa oportunidade para ação de relacionamento
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Fechamos com o cliente apenas um objetivo:
Gerar nova percepção a partir de uma ação de relacionamento, entrega de
conteúdo
Ação mais barata e efetiva:Mídia interrupção X mídia de interação
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“Sendo uma exposição de arteDeveríamos entregar algo relevante ao público”
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O shape da garrafa é patenteado, somente
Keep Cooler possui este formato
“Vamos trabalhar o formato do produto”
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Idéia Garrafinhas :)
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Disseminação
As estrelas do evento são artistas
DEFENSORES DA MARCA
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Convidamos 60 artistasDiferentes especialidades, para personalizar a
garrafinha do Keep Cooler
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Os artistas recebiam em sua casa a garrafa e tiveram 15 dias para desenvolver a sua arte.
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82% das garrafas enviadas retornaram com arte
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Todos participantes ganharam produtos KeepCooler
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Além dos produtos, os artistas receberam:
1. Cartão de agradecimento da Vinícola Aurora2. A foto produzida da sua garrafinha3. Exposição nacional do trabalho
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Enquanto isso nas redes...
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Uma variedade de canais em redes sociais foram ativados para a divulgação de nossa ação
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Conteúdo pré-evento
Tivemos uma seção de fotos para promover as garrafinhas e produzimos um Making Of para.
http://bit.ly/9ARRbF
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No evento ...
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Montamos uma exposição com todas as garrafinhas.
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Nosso estande no evento não havia menção alguma ao produto.
Nossa promotora atendia o público como curadora das obras
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E o evento produzia conteúdo para as redes
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Escolhemos alguns blogueiros para a produção da cobertura do evento
Ex: Cardoso
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Também produzimos um vídeo do que estava rolando no evento para disseminação em redes
http://bit.ly/9K1zY9
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Ação #2 - Pós evento
Para o público que circulou no evento, desenvolvemos a
promoção Keep Cooler Art Show
Pelo novo site, era possível personalizar a Pack de Keep Cooler com uma ilustração.
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O prêmio
Integrar prêmio + produto?
Nosso objetivo era promover o Keep Cooler mas era preciso ser relevante para o público
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Mini refrigerador
Brastemp
Cheio de KeepCooler
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O prêmio:
Retrô como o produto
Capacidade de se
reinventar
Desejo pelo design
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A divulgação foi muito simples:
OFF LINEDistribuição de flyers pelo evento
ON LINEDivulgação na base instalada que já havíamos conquistado em redes sociais.
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O artista podia fazer o download da “faca”do Pack e upload da arte desenvolvida direto no hotsitepromocional.
Mecânica
Envio das artes – 1 mêsEscolha das 5 melhores por juri internoVotação das 5 melhores artes – 15 dias
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É importante lembrar que estas promoções geram uma grande divulgação pelos participantes.
Tivemos apelo por voto nas comunidades em redes sociais.
Comunidade do SC Internacional “Só um colorado merece ganhar, não vote em gremista”
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Ação garrafinhas
Mídia espontânea em mais de 30 veículos
Ação garrafinhas
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25.500 acessos totais
Interações 13.200
Aproveitamento de 51%
Ação garrafinhas
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Promoção Keep Cooler Art Show
Resultado de votação final campanha
185.000 votos
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Retorno para a marca
A média de crescimento de vendas anual é de 5%
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Retorno para a marca
Neste período tivemos crescimento de
12%Nas vendas
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Parceiros da ação
Babushkawww.babushka.com.br
Onzewww.onzeme.com.br
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Profissionais envolvidos
Milena Gerhardt - Gerente de projetos – Digital ZOOFabiana Iglesias – Diretora Integração – Digital ZOO
Cristina Maggi – Diretora de contas – DEZ ComunicaçãoBianca Lagasse - Atendimento – DEZ Comunicação
Claudia Schneider – Atendimento – Ex DEZ ComunicaçãoFrancice Luz - Diretora de mídia - DEZ Comunicação
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Vencedor categoria “Projetos Especiais”
Top of Midia 2010
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Vencedor categoria “Projetos Especiais”
Top of Midia 2010
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@rockixe