Itubaína “Imagination is Your Greatest Power” // 2017
How do you tie Itubaína with the “Justice League,” and use the strength of the asset beyond the ‘geek’ audience or movie fans? By playing into the insight that everyone dreamed of being a superhero as a child!
The three-month omnichannel campaign kicked off with an invitation on Facebook asking Itubaína fans: if you could have any superpower, what would it be? We combed through thousands of comments and turned the most intriguing ones into limited edition cans!
We also hacked the Justice League trailer with our own version, breaking every video performance history for Itubaína AND Heineken Brazil. We had a media partnership with Omelete channel and developed YouTube-inspired videos to remind us that even in everyday moments where we may “fall,” every one of us has a hero inside of us.
Finally, we went to the streets and created our very own Bat Signal on the famous Paulista Avenue in São Paulo, allowing fans to interact live with their fantasy, and pick up a copy of the “Daily Planet.”
Imagination had no limits in this 360 campaign that received a Gold award in the Innovation category from Warner Brothers, as well as a Marketing Best award from Propmark, a distinguished trade magazine in Brazil.
Awards
Warner Brothers Innovation, Propmark Marketing Best
Top Results
55M Views, including 20.4 million in the trailer film. The most watched in the brand's history!
38M People impacted, with 96% coverage. The biggest ever hit by the brand!
30M+ Views in the mini videos, with a Full CPV of R$0,10. The best in the brand's history!
28% Ad Recall on Facebook, according to BrandLift. 3x above average for the platform
Case Study
Press
