TBWA\\Chiat\\Day\\Night\\Worldwide

TBWA Cannes 2010 Scorecard by @chiatdaynight

LOS ANGELES. BY HOLLY HODGES (CHIATDAYNIGHT) — Twenty TBWA agencies won 2 Grand Prix Awards and 67 Lions at Cannes in 2010. 134 TBWA entries were short-listed. Here is a rundown of the winners:

Lew’Lara\TBWA São Paulo — 3 Gold Lions, 1 Silver Lions, 8 Bronze Lions

TBWA\RAAD UAE — 6 Bronze Lions

TBWA\Chiat\Day, New York — 3 Gold Lion, 2 Silver Lions, 2 Bronze

TBWA\Paris — 2 Gold Lions, 3 Bronze Lions

TBWA\PHS, Helsinki — 2 Gold Lions, 2 Silver Lions

BDDP Unlimited, Paris — 1 Gold Lion

TBWA\Hunt\Lascaris, Johannesburg — 1 Gold Lion, 7 Silver Lions

Creative Juice\Bangkok — 1 Gold Lion, 2 Silver Lions, 1 Bronze Lion

TBWA\Chiat\Day, Los Angeles — 2 Grand Prix, 3 Gold Lions, 1 Silver Lion and 2 Bronze Lions

TBWA\NEBOKO, Amsterdam –- 2 Silver Lions

TBWA\Media Arts Lab — 3 Bronze Lions

TBWA\Vancouver — 4 Bronze Lions

TBWA\FREDERICK, Santiago — 2 Bronze Lions

ID\TBWA, Sâo Paulo — 1 Bronze Lion

TBWA\TEQUILA\DIGITAL\SHIFT, Auckland — 1 Bronze Lion

TEQUILA\LONDON — 1 Bronze Lion

SCENTED BANNER NATURA KAIAK from Black Mamba on Vimeo.

BY LUCILA POUGY. SÃO PAULO, BRAZIL (CHIATDAYNIGHT) — Internet café customers who clicked on a banner ad for “Kaiak” cologne got a whiff of the fragrance, thanks to an innovative online–offline campaign by ID\TBWA.

Case Study: Reintroduction of Kaiak cologne for men

Challenge

“Kaiak” is the best-selling men’s fragrance in Brazil. Working-class men are its target market. It is sold door-to-door exclusively.

The client wanted to make an online campaign to announce that the product had changed — but not much more than that.

We couldn’t show the new fragrance on the internet … Unless we could find a way to put the scent on the banner!
And that is what we did!

Solution

First we made an agreement with more than 15 Internet cafés, which are used mostly by young working men who do not have computers in their homes.

Then we created a plug-in that inserted the banner on the Internet cafés’ internet start page.

The banner read,

The best selling men’s fragrance in the country just changed. Want to try it? Click this banner. It’s scented.

After the click the banner went out of the computer screen at the same time a custom hardware developed by us, ejected a paper version of the banner with the scent sample.

Results

The scented banner had a click-through rate of 17.2% — That is 43 times higher than the global average.
10,000 scented banners were distributed in just one weekend.

• Agency: ID\TBWA São Paulo, Brazil
• Concept & Creative Direction: Domenico Massareto
• Planning: Igor Puga
• Production: \Natália Gouvea

Source: LEW’LARA\TBWA