>>> background
In Brazil, there is a law that assure a special right for students: pay Half price to attend sports and cultural events.
>>> Insight
But if people deserve to pay less to attend cultural and sports Events, why wouldn’t they deserve discount on the products they buy everyday?
>>> Idea
Pilão, the coffee that is always side by side with Brazilians when they need the most, decided to expand this right: from this day on, students can pay half-price o their Pilão package.
The idea is so simple and yet so powerful that we simply launched the campaign with a website, a post and OOH campaigns.
Even as a low-budget campaign, it got a lot of earned media.
Campaign launch day with a special ad in one of the most iconic media places in Brazil: Sé Subway station.
Another out of home example, this one, placed on Pinheiro Subway station.
A video screen record that shows our website navigation for real. The site is still on air, if you want to visit.
Video post telling everyone about the project. 👆👆👆
Check out the earned PR coverage this project generated. 👇👇👇
