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Case Neutrogena - ação ambiente

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No verão de 2008, chegou ao mercado brasileiro um novo filtro solar da Neutrogena. O spray aerosol Fresh Cooling conta com a exclusiva tecnologia Helioplex para proteger contra os raios ultravioleta e chama a atenção porque deixa uma incrível sensação de frescor na pele.

Com o objetivo de gerar boca-a-boca em torno do novo produto, foi criado um PR Stunt que valorizava justamente esse segundo diferencial: o agradável e marcante efeito gelado.

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Case Neutrogena - ação ambiente

  1. 1. No verão de 2008, chegou ao mercado brasileiro um novo filtro solar da Neutrogena. O spray aerosol Fresh Cooling conta com a exclusiva tecnologia Helioplex para proteger contra os raios ultravioleta e chama a atenção porque deixa uma incrível sensação de frescor na pele.
  2. 2. Com o objetivo de gerar boca-a-boca em torno do novo produto, foi criado um PR Stunt que valorizava justamente esse segundo diferencial: o agradável e marcante efeito gelado. O PR Stunt é uma das ferramentas do marketing de guerrilha e consiste no desenvolvimento de uma ação inusitada e criativa que tenha grande capacidade de provocar mídia espontânea.
  3. 3. Três esculturas de gelo com oito toneladas cada foram montadas no Rio de Janeiro e em São Paulo. Criadas pelo artista Adriano Elias, elas abrigavam uma cena de verão: um guarda-sol, uma cadeira de praia e cem frascos de Fresh Cooling. À medida que o gelo ia derretendo, as embalagens ficavam expostas e as pessoas podiam levá-las para casa.
  4. 4. Rio de Janeiro Praia de Copacabana 11-12 janeiro 2008
  5. 5. São Paulo Guarujá - Praia de Pitangueiras 12-13 janeiro 2008
  6. 6. São Paulo Brooklin Novo – Av. Luiz Carlos Berrini 14-17 janeiro 2008
  7. 7. Comunicação nas esculturas de gelo divulgava o hotsite www.efeitogelado.com.br, onde as pessoas podiam participar de enquetes: quanto tempo a escultura demoraria para derreter completamente? Os usuários que chegassem mais perto do tempo real seriam presenteados com um kit de produtos Neutrogena.
  8. 8. Além disso, Fresh Coolings congelados em 400 blocos de gelo de sete quilos cada foram distribuídos pelas principais vias do Rio de Janeiro e de São Paulo.
  9. 9. Av. Paulista 31 de janeiro de 2008 – São Paulo/SP
  10. 10. Para potencializar a abrangência do PR Stunt, 40 jornalistas receberam press kits que consistiam num bloco de gelo com um Fresh Cooling congelado dentro, um martelo para acelerar o trabalho dos que não estivessem dispostos a esperar o gelo derreter e um release plastificado.
  11. 11. O plano de comunicação foi desenvolvido com base no contato permanente com jornalistas das editorias de lazer, variedades, propaganda e marketing, negócios e cidades. As sugestões de pauta não mencionavam de forma direta a Neutrogena. A estratégia foi focar na divulgação de uma grande escultura de gelo, a primeira obra do gênero a invadir uma das principais avenidas de São Paulo e duas praias famosas. A Neutrogena foi posicionada como patrocinadora da atração.
  12. 12. Veja São Paulo – 12 de Janeiro de 2008 Número de cópias: 311.000
  13. 13. Globo - Negócios e Cia– 10 de Janeiro de 2008 Maior jornal no Rio de Janeiro e uns dos maiores do país Número de cópias: 325.000 IstoÉ Dinheiro – 12 de Janeiro de 2008
  14. 14. M&M Online – 11 de Janeiro de 2008 Principal veículo online de marketing no Brazil
  15. 15. Além disso, foi feito um intenso trabalho de relacionamento com blogueiros e com as redes sociais Resultado: mais de 200 menções em blogs Mais de 12.600 visualizações do vídeo no Youtube.
  16. 16. Objetos de Desejo Blog de influência no universo dos novos produtos – Page Rank 4
  17. 17. Sim Viral Blog especializado em ações de marketing diferenciadas – Page Rank 5
  18. 18. Mídia impressa e material de PDV Reforçaram a mensagem
  19. 19. Os resultados foram excelentes. Foram publicadas e veiculadas 22 notas ou reportagens em revistas, jornais e redes de televisão, boa parte deles com expressão nacional. Retorno em mídia espontânea 26% maior do que o investido.
  20. 20. Mais de 200 menções em blogs. Mais de 12.600 visualizações do vídeo no YouTube.

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