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LOSERS FREE PASS • PROMO AND ACTIVATION

  Cannes Lions  | Promo and Activation | Product & Service | Travel, Entertainment & Leisure •   Cannes Lions |  Direct use of direct marketing | Direct response print or standard outdoor •  Clube de criação de São Paulo  | Ações de ativação promocional | Bronze •  Clube de criação de São Paulo  | Marketing Direto| Bronze •  Jay Chiat Awards | Non-Profit Strategy   | Regional Strategy   | Silver •  NY Festival |  Direct e Collateral | Entertainment & Event Promotion • Prêmio Lusos • EL OJO DE IBEROAMÉRICA 2014 Silver.

Cannes Lions | Promo and Activation | Product & Service | Travel, Entertainment & Leisure •  Cannes Lions | Direct use of direct marketing | Direct response print or standard outdoor • Clube de criação de São Paulo | Ações de ativação promocional | Bronze • Clube de criação de São Paulo | Marketing Direto| Bronze •  Jay Chiat Awards | Non-Profit Strategy | Regional Strategy | Silver • NY Festival | Direct e Collateral | Entertainment & Event Promotion • Prêmio Lusos • EL OJO DE IBEROAMÉRICA 2014 Silver.

FREE ADMISSION TO THE MUSEUM FOR THE FANS WHOSE TEAMS WERE DECLASSIFIED IN THE WORLD CUP.

BRIEF EXPLANATION

In 2014, thousands of people came to Brazil for the World Cup. We wanted to make the best out of the moment, but without spending fortunes, just like the brands that sponsored the competition did. So we decided to give a week of free admission to those foreign people whose team was disqualified from the competition, after all, they had nothing else to do in the city anymore. The promotion was announced all over the city in billboards, newspaper ads and on social media.

CLIENT BRIEF OR OBJECTIVE

The campaign was aimed at foreigners who came to Brazil during the World Cup. The idea was to bring the greatest number of foreigners to the museum and increase the awareness that MASP is one of best options when it comes to tourism in Sao Paulo.

OUTCOME

We got over U$2,000,000 in earned media and 15% increase of paying visitors.

RELEVANCY

We managed to catch the target audience's attention in a fun and unique way: using the foreigners’ language in ads that ran on mass mediums like billboards, newspapers and social networks. Now that there were no more games to see, they found one of the best options to spend their free time in the city.

POSTERS | OUTDOOR

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