Increase the receipt of letters for Nestlé’s Junta Brasil Promotion, avoiding the zapping effect and audience dispersion, with an elevated impact for the TV spectator. Develop a new commercial tool that allowed the total retention of the audience’s undivided attention to the commercial message, fleeing from the media clutter.

This became a highly profitable media modality since its cost was equal to 30% of the price of the 30 second commercial. There couldn’t be a more profitable way to accelerate the sending of letters to the promotion, since we gained frequency, impact and coverage at low cost.

To inaugurate the 'Ad In', our client Nestlé was present in several TV shows, advertising its promotion Junta Brasil through 10 seconds of “Ad in”; substantially increasing the promotional campaign frequencies and complementing the coverage of the schedule. Immediately before the TV commercial break, the "Ad in" enters the show presenting the commercial message, like, for example, the logo of Nestlé’s "Junta Brasil" promotion, reminding the TV spectator of the date of the following draw.

The audience was caught by surprise. That element was responsible for the message’s high retention rate, and brought a character of urgency to the dates of the draw, (“five days to the seventh draw. Send your letters now!”). In the 'Ad In' broadcast period, 42% of the target was covered by the creative media action; this action also represented a 10% increase in the total number of letters to the promotion.

Ad In was created; the fusion of the words 'Advertising' and 'in'. A new key of presenting the message outside the break and within the TV editorial schedule. As an extra option, besides the traditional vignettes, Ad In has characteristics similar to product placement, but with flexibility and the absence of rights fees. The retention of the TV spectator’s attention was ensured by the Ad In.

Milton Mastrocessario