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Direct Marketing
FARGO: ECO SPONGE
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This campaign from FCB Buenos Aires resolves with a new product two problems at the same time: The absent of the brand at the restaurants, and the environmental awareness of the water conservation.Fargo is a popular brand. It is the most recognized bread brand in Argentina. It is daily used in the Argentinian houses. As the action was made In several restaurants both in lunch and dinner time, the target of this action was really wide.It generated surprise, because no one would imagine finding this brand at the restaurants, also because the message of the action generated remembrance, and this made consumers associate the brand with the context and the environmental message.
The original plan was to distribute our product “Ecosponge” at 100 restaurants during a month. As it worked better than planed, we put our product in more than 200 restaurants the second month. The action may be modified according the marketing plan evolution. Until this moment our product is in 200 restaurants. This means we reach directly and are exposed to 2.400.000 persons per month with our brand, product and message. This number does not include the people that were exposed to the video case at Internet.
General account director: Fabiana Antonelli Related |
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