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El día que Heineken se dedicó a vender zapatos
En una de sus acciones más originales, la cerveza lanzó un comercial dirigido a las mujeres con grandes ofertas en una cadena de zapaterías. Insólitamente, el comercial formaba parte de su auspicio de la Champions League de UEFA. Las claves de una de las campañas de mayor impacto realizada por Wieden+Kennedy para el mercado brasileño.
¿Qué es lo que más quiere un hombre? Mirar la final de su campeonato favorito sin interrupciones. ¿Qué es lo que quiere cualquier mujer? Comprar zapatos a precios increíbles. Heineken tuvo la idea de contentar a ambos haciendo un acuerdo con una cadena de zapaterías para que el pasado 24 de mayo, justo en el horario en que se jugaba el partido (y a lo largo de tres horas) las mujeres pudieran comprar todos los productos con un 50% de rebaja.
La acción fue creada por Wieden+Kennedy y se implementó en el encuentro que marcó la final de la Champions League de UEFA, disputada entre el Real Madrid y el Atlético de Madrid. La cadena de zapaterías involucrada fue Shoestock, y según contó Bernardo Spielmann, director de marca y sponsoreos de Heineken Brasil, la acción generó un gran impacto y fue muy bien recibida, además de haber creado muchísima conversación y ayudar a posicionar a la marca cerca de la UEFA Champions League. “Nuestro objetivo fue lanzar una campaña divertida y diferente a todo lo que habíamos hecho antes. De manera que esta inédita ‘Heineken Shoe Sale’ pudo ser anunciada en un tono humorístico a través de digital, incluyendo teasers, e mail marketing y videos”, explicó.
“La idea fue garantizarle al público masculino tiempo disponible para ver el partido ese sábado por la tarde. Así que decidimos darle a las novias y esposas algo interesante para hacer en el tiempo que duraba el juego. Además, los hombres podían sorprenderlas dándoles la noticia de que se avecinaba una gran liquidación de calzado”, expresó Otavio Schiavon, director creativo de Wieden+Kennedy Sao Paulo. La campaña fue difundida a través de comerciales en ESPN, el canal Esporte Interativo y YouTube.
Los directores creativos detrás de la pieza fueron Icaro Doria, Guillermo Vega, Otavio Schiavon y Marco Martins. La dirección de arte estuvo a cargo de Raul Arantes, Rodrigo Mendes y Marco Martins. A continuación, el comercial televisivo.
Creative Directors: Otavio Schiavon, Marco Martins
Copywriter: David Besller, Caio Mattoso, Otavio Schiavon
Art Director: Raul Arantes, Rodrigo Mendes, Marco MartinsDebajo, la ficha con todos los datos y el comercial para verla.
Heineken promotes a shoe sale during the UEFA Champions League final
“Heineken Shoe Sale” action organizes a blowout of women’s shoes during the UEFA Champions League final, so attached men have “free time” to watch the match with friends.
São Paulo, May 2014 – This Saturday (May 24), Heineken, official sponsor of the UEFA Champions League, will promote the “Heineken Shoe Sale” action, to ensure that attached men are given “time off” by their better halves so they can watch the UEFA Champions League grand finale. Concurrently with the game between Real Madrid and Atlético de Madrid, the brand is organizing a blowout women’s shoe sale at Shoestock stores with discounts of up to 50%. Created by Wieden+Kennedy, the goal of this campaign is for soccer fans to forward the news to their girlfriends and wives, convincing them to enjoy the sales while they enjoy the best of European soccer with their friends. According to Bernardo Spielmann, director of the Heineken® brand and Sponsorships at Heineken Brazil, the action is entirely good-natured and will generate conversation, surprise consumers and bring the brand closer to the UEFA Champions League. “Our goal is to run a fun campaign unlike anything we have ever organized in Brazil. Therefore, the “Heineken Shoe Sale” will be announced with a humorous tone in the digital environment, including teasers, email marketing and videos,” he comments. “The idea is to help guarantee men time to watch the game on Saturday afternoon. So we’re going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He’s going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final,” explains Otavio Schiavon, Creative Director at Wieden+Kennedy. The 1st Heineken Shoe Sale campaign will begin Wednesday, May 21, on YouTube, ESPN and Esporte Interativo.
The discount was huge—up to 50 per cent off at the participating
Shoestock stores on May 24. The effort was developed by Wieden +
Kennedy São Paulo—some might consider the concept sexist, still it
seems to be quite a good decision that gave women another alternative
way of spending their Saturday evening if they were not planning to
watch the match together with their husbands or boyfriends.
“The idea is to help guarantee men time to watch the game on Saturday
afternoon,” commented W+K creative director Otavio Schiavon to
Adweek last week. “So we’re going to provide an argument that will
make it so their wives or girlfriends have something interesting to do
during the game. He’s going to surprise her with news about a shoe sale.
And she, in turn, can leave him to watch the UEFA Champions League
final.”
The Champions League final between Real Madrid and Atlético de Madrid is this Saturday, and, if you're familiar with tired tropes about how women are all basically mean mommies who want to ruin men's fun, that can only mean one thing: ladies are going to bug their boyfriends and husbands about watching The Big Game. Fortunately for the men who are dating or married to women with whom they have little in common or who have no empathy for their husband's interest level in sports, Heineken is sponsoring a shoe sale that goes on at the exact time that the game starts. .
The video, which is in Portuguese, is accompanied by the following description:
His wife will be an unmissable appointment just in time for the final of the UEFA Champions League. Coincidence? No. Providence. Watch the movie and tell her.
One of the lotion-drenched dudes behind the campaign elaborated to AdWeek:
"The idea is to help guarantee men time to watch the game on Saturday afternoon," said W+K creative director Otavio Schiavon. "So we're going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He's going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final."
Is all of Brazil just a Portuguese episode of Two And A Half Men?
Hope Heineken is prepared to sponsor a shoe sale that spans half of June and July when the World Cup happens in Rio.
Champions League final 2014: Heineken organises shoe sale so women 'leave men in peace'
Because what woman in Brazil would want to watch football?LIZZIE DEARDEN Friday 23 May 2014
143PRINT A A AMen like football and women like shoes. Women will stop men watching football so they must be distracted with shoes.
That pretty much sums up Heineken’s latest advertising campaign in Brazil, where the beer company has genuinely organised a giant shoe sale during the Champions League final.
Brazilian chain Shoestock will be holding a half-price event at its shops for three hours on Saturday, hoping for a glut of football-shunning female customers leaving their boyfriends and husbands in peace.
A statement on the website of advertising firm Wieden + Kennedy said: “The goal of this campaign is for soccer fans to forward the news to their girlfriends and wives, convincing them to enjoy the sales while they enjoy the best of European soccer with their friends.”
It seems “friends” do not include women either, who presumably have no interest in watching Real Madrid and Atlético de Madrid.
In the advert, a voice-over announces the sale with pictures of different kinds of high-heeled shoes before a screen comes up with a button allowing viewers to "tell their wife".
“The idea is to help guarantee men time to watch the game on Saturday afternoon,” W+K creative director Otavio Schiavon told Adweek.
“So we're going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He's going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final.”
Heineken has played a safer game in the UK, where the campaign revolves around a man’s adventurous “road to the final”.
He arrives just in time to find an attractive girlfriend handing him a Heineken, naturally.
In a press release, Heineken described the Brazilian campaign as “entirely good-natured”, adding that it would “generate conversation”.
It has certainly done that.
Credits:
Title: Heineken Shoe Sale
Product: Heineken
Agency: Wieden+Kennedy São Paulo
Executive Creative Directors: Icaro Doria, Guillermo Vega
Creative Directors: Otavio Schiavon, Marco Martins
Copywriter: David Besller, Caio Mattoso, Otavio Schiavon
Art Director: Raul Arantes, Rodrigo Mendes, Marco Martins
Digital Producer: Rafael Gaino e Maurício Junior
Digital Deploy: Debaser
Agency Producer: Gabriel Dagostini
Planning: Rodrigo Maroni, Rafael Rossi, Livia Lanzoni, Ian Bueno
Account: Danilo Ken, Beatriz Andreucci, Isabele Garcia
Media: Renato Valio, Stephanie Campbell, Caroline Ventura, Douglas Silveira
Client Approval: Daniela Cachich, Bernardo Spielmann, Chiara Martini, Andrea Rubim, Renata Costa
Production Company: Conspiração Filmes
Director: Fernando Reginato (DEL)
Director of Photography: Paulo Disca
Producer: Karin Greco, Pablo Alvez
Account - Production Company: Leonardo Alves, Renata Schincariol
Audio Facility: A Voz do Brasil
Account - Audio Production House: Rosana Souza, Cássia Garcia
Announcer: Edinho Moreno
Post House: Nash
https://www.youtube.com/watch?v=JK6oMdnM6Ls
Giovanna RicciPublic RelationsWieden+KennedyRua Natingui 442, Cj. 01
Sao Paulo 05443-001W + 55 11 3937-9472M + 55 11 96246-5238