"Petição Contra as Letrinhas"
"Petition Against Little Letters"
Client:
Grupótico
Challenge:
Communicate the 2012 Christmas campaign and increase brand awareness;
Involve transversely, all Portuguese, despite their higher incidence with the target audience of the brand are old people.
Idea:
Taking advantage of the portuguese instability atmosphere, we created a public petition that seeks to protect all the citizens from the hazards present in small print letters in contracts: The Petition Against Small Letters.
So, we created a website - www.contraletrinhas.com - where it´s possible to read and sign the document, and a team of promoters were on the street collecting signatures in all locations where the brand is present.
Thus we can draw the attention of potential consumers on the grounds of the petition, and the commercial appeal of the brand was followed by the signing of the document:
So, we created a website - www.contraletrinhas.com - where it´s possible to read and sign the document, and a team of promoters were on the street collecting signatures in all locations where the brand is present.
Thus we can draw the attention of potential consumers on the grounds of the petition, and the commercial appeal of the brand was followed by the signing of the document:
"While the legislation is not improved, Grupótico improves your vision.
In the purchase of your lenses, we offer the frame!"
Results:
More than 10.000 signatures;
More than a 100 news contacts, covering all the different media channels( TV, radio, press, online).
But the best that, as far as we know, this would may be the first marketing campaing that change the law of a country. For now, the law experts opinion has been very positive, but we are still waiting for final vote decision on the assembly.
Flyer ad.
Making-of video of the petition collection signatures.
Website of the petition.
