Ogilvy Creates an Interesting Campain to Promote Magazine Luiza
Peter Vallas — May 12, 2011 — Marketing
References: ogilvy.br & superpunch.blogspot
I've got to give it to Ogilvy Brazil, this is some of the most clever ambient advertising I have seen in a while. Retail store Magazine Luiza was having an upcoming sofa week event that they wanted people to know about. The creative heads at Ogilvy Brazil thought of a clever way to spread awareness using non-traditional methods.
For the Magazine Luiza Retail Store campaign, Ogilvy Brazil constructed microwaveable popcorn bags that, once popped, resembled the shape of a couch. The popcorn bag was sent via mail to the surrounding target market and generated huge amounts of buzz. It’s pretty simple--everyone loves to eat popcorn on the couch, and while enjoying this free bag of popcorn, people were reminded of where to get their next sofa.
For the Magazine Luiza Retail Store campaign, Ogilvy Brazil constructed microwaveable popcorn bags that, once popped, resembled the shape of a couch. The popcorn bag was sent via mail to the surrounding target market and generated huge amounts of buzz. It’s pretty simple--everyone loves to eat popcorn on the couch, and while enjoying this free bag of popcorn, people were reminded of where to get their next sofa.
Trend Themes
1. Ambient Advertising - Creating unique and non-traditional methods to generate buzz and brand awareness for a product or service.
2. Innovative Packaging - Developing creative and eye-catching packaging for products that offer unique and memorable experiences to consumers.
3. Event-based Marketing - Increasing engagement and attendance for events by creating targeted marketing campaigns that offer unique and memorable experiences.
Industry Implications
1. Retail - Retail businesses can use ambient advertising and innovative packaging to increase brand visibility and drive sales.
2. Food and Beverage - The food and beverage industry can leverage event-based marketing to increase engagement and attendance at product launch events or special promotions.
3. Advertising and Marketing - Advertising and marketing agencies can offer their clients unique and creative solutions to generate buzz and increase brand awareness.
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