Competing for Money Filled Refrigerators
Meet Miguel Genovese – Interactive Creative Director, No Bull Shit NBS in Brazil discusses the innovative Batavo Prize Winning Fridge campaign served by MediaMind.
What is your favorite brand experience?
Our most recent successful campaign has been ‘Batavo Prize Winning Fridge’. We used at MSN, in a playful way, a very interesting format. The Homepage Takeover has shown that innovative formats allied with a good idea can bring the clients very good results.
What was the brief for the Batavo campaign?
Come out with a promotion in which if the consumer bought some Batavo products and registers a code on the website of the company, he could compete to win refrigerators filled with R$ 50,000.
How was this particular format chosen for the campaign?
For the launch of this campaign, we wanted to generate impact on the consumers and create as much visibility as possible. The Homepage Takeover format allows amazing tecnological and creative features.
How did you come up with the creative idea?
Our team explored one of the most popular icons in the world: the refrigerator magnet. When we gave life to them, the small figures became the main characters of the story that we wanted to tell.
What feedback/results have you received?
The number of leads was amazing, but the repercussions on the social media networks was also overwhelming. People sent lots of messages to congratulate us about the creative utilization of this format at MSN.
What is your idea about the perfect working day?
I think a perfect working day is when all ideas are understood by everybody in the agency as well by the client. So, they are sure that these ideas can be powerful and valuable to a brand or a product.
When does your muse visit you?
We are our own references. If every day we can improve our knowledge and learn new things, especially about human behavior, it will be easier to communicate our ideas with more efficiency and creativity.
How did you start working in digital advertising?
I started to work with digital advertising in 1997, when I managed the account of an internet service provider. Everything was a big laboratory of ideas. In fact, that period of experimentalist innovations prepared myself, already at that time, to be an integrated marketing professional today.
