Saatchi & Saatchi for Sagatiba

Topics: Advertising, Rio de Janeiro, Culture of Brazil Pages: 7 (1308 words) Published: April 15, 2014
Case Analysis: Saatchi & Saatchi:
Campaign for ‘Sagatiba’

MKT 337.5
Faculty member: TmT
Spring ‘2014

Mahfuza Tasnim Aradin – 102 0755 030
Kazi Saad Hebab - 1210737030
K.M Sajid Mahmud –1210143030

Ans. to the Ques. No. 1

a. Context of the campaign: Sagatiba is the specialized Cachaca of Brazil; a welcome addition to the liquor shelves and its smooth sweetness. The context of the campaign is Brazilian spirit in ads (landscape, people, music, food, etc.) with the big icon ‘Cristo Redentor’ so that the European market and other global consumers can get the Brazilian pure flavor of Cachaca.

b. Consumer behavior addressed: Party, liquor, youth, colorful lifestyle, tropical fruits, etc. are determinant of consumer but in a different way coming out from the mainstream. A bridge is made between the traditional Brazil and modern world is made to match with the consumer behavior.

c. Goals of the campaign: The goals of the campaign are:
More modern and inspirational Brazil – that has a passion for life  To make it a globally recognized brand originated from Brazil It is about selling Brazil, a new Brazil, an authentic Brazil

Ans. to the Ques. No. 2

a. The Big Idea: The biggest Brazilian icon is Cristo Redentor or Christ the Redeemerwas taken for the big idea. Dave and Richard from Saatchi & Saatchi planned to cast a real person who resembles Jesus in look and posture (of the statue) but the in such situations that resembles joy, Brazilian good time, openly environment, smile etc.

How creative team reached to the decision: The idea is eye catching and would be comprehended globally. So, creative team decided to go for the big idea as the new idea is much better than the earlier idea. Here, the guy model is the leverage point of the Brand. Dave designed couple of new ads as below: The guy (model who resemble Cristo Redentor) sitting in taxi in Rio de Janeiro and a Sagatiba bottle in bottom-left. The guy in swimming pool and Sagatiba bottle.

The guy in a crowd.
The guy in a in a room in a cool mode with crucified posture.

b. Challenges while delivering their work: Client’s expectation was very high as they spent 20 million Euro. Company wanted no good, but a great campaign. They thought the earlier catchy phrase, “pure. So you don’t need to be” was limiting the scopes. Creative team was working hard and found a new idea to present in pitching. Everyone but Lucas went back to Sao Paolo so that the agency had to pitch by video conferencing which was challenging. How they tackled the situation: In the first pitch the challenge was the idea itself. And as the British agency was working for a Brazilian company for the first time they had a few challenges during the first pitch such as: The understanding of culture

The viewpoints of client
A great leverage point
And, the biggest challenge Saatchi & Saatchi had during their second pitch was the absence of the personnel of Sagatiba (Client) which was modified with a video conference which is not a very good medium for a pitch.

Ans. to the Ques. No. 3

a. Relationship between client and agency:
For an ad agency to be a successful business partner, it’s important that it truly act as a partner. While not all clients are comfortable taking on this role, it is in fact the way that we work with the majority of our accounts in addition to working with new clients to become more comfortable with the ideation process. Co-creation is how we truly get to learn what is on our client’s mind. What are they thinking? How do they see the campaign coming to life and where? What kind of advertising do they like? It’s all about the journey, sometimes even getting things wrong. There is so much value in getting things wrong, first. Failure is a great teacher. Even just exploring genres of creative style in the development stage can be extremely helpful.And...
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