Media > Use of Media
LIZA COOKING OIL
GIOVANNI FCB, Sao Paulo / CARGIL FOODS / 2003
Awards:
Overview
Credits
OVERVIEW
Audience
There was a long period without any communication of the product and the awareness was at a very low level. The objective was to increase awareness over a very short time.
Execution
Although it sounds like a creative idea only, this idea was born in media department and was only effective due to a sound and long media negotiation with the commercial department of the broadcast TV channel.
Idea
Because for the very first time, a product placement was totally concomitant to the soap-opera plot, taking part in the soap's story as if it was a 'supporting actor' (it was not a tactical action).
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