| Title | Tweeting Fridge - Danone Water |
| Agency |
Wunderman
|
| Campaign |
The Tweeting Fridge
|
| Advertiser |
Danone
|
| Brand |
Bonafont
|
| Date of First Broadcast/Publication |
2011 / 6
|
| Business Sector | Mineral, Sparkling & Bottled Waters
|
| Story | The World Health Organization recommends drinking 2 liters of water each day. However, Brazilians average only 1.2 liters a day. The reason for the low average is simple: people don't remember to drink water, especially during work hours and Bonafont wanted to change that. |
| Philosophy | We started by sending desktops mini fridges with 2 liters of Bonafont to some of the most influential twitters in the country. So far, it was only an innovative gift. But the story changed when the fridge was opened. Thanks to technology, we gave the device a digital life. Every time the fridges doors were opened, tweets were automatically posted on the celebrities' timeline, telling their millions of followers they were drinking water, and motivating them to do the same. With hundreds of predefined messages, every day their network were reminded to take an extra sip. |
| Problem | The World Health Organization recommends drinking 2 liters of water each day. However, Brazilians average only 1.2 liters a day. The reason for the low average is simple: people don't remember to drink water, especially during work hours and Bonafont wanted to change that. |
| Result | The messages of our fridges impacted (directly) more than 6,7million users on Twitter. The video presenting the device and its concept was embedded in almost 300 blogs from 86 different countries. National press highlighted Bonafont’s initiative on our main mass vehicles, taking the brand’s message for approximately 25 million people out of the digital environment. The budget provided to air this campaign was R$30,000.00* and the campaign total costs was about R$33,160.00* * Brazilian Currency |
| Media Type |
Case Study
|
| Creative Director |
Rodrigo Jatene
|
| Creative Director |
Adriano Abdalla
|
| Copywriter |
Daniel Xavier
|
| Associate Creative Director |
André Lima
|
| Art Director |
Guto Chicanelli
|