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Flávio Particelli

Head of Strategic Creativity

Tang - Tangueria


Views: 912 Works: 3

My participation: Idea, concept, mechanics and coordination of creation Challenge: Re-launching the “Tang with Milk” campaign (BTL), showing the product versatility and suggesting this new consumption habit. Solution: We created Tangueria – the first Tang specialized store, where you “pay” for the experience with a post of a photo of your Tang+milk mustache. Using the common knowledge people have about stores that use the termination “ria” in their names (churrascaria, cervejaria, temakeria, padaria, sorveteria…), we could communicate in a super direct way the fact that Tang can be used for different “recipes”, creating a “Tangueria”. Inside the store, beyond the flagship product – Tang with milk – we had Tang with water and a booklet teaching how to make desserts with the product. The experience had a 3-step journey: * counter: where an actor showed how to prepare Tang with Milk and served people in a fun way; * court: where people could sit and enjoy their drink listening to Tang Radio (there was a studio broadcasting live programs with famous artists and influencers); * cashier: where people paid for the experience with a post of a photo and received a gift. Results: * 76 publications in press * R$ 3.227.747,40 in advertising equivalency * 881.653 direct impacts / interactions * 226 posts on social media * 206.917.320 potential impact * 21 artists at Tang Radio, with 9.213.034 potential impacts, 252.295 direct impacts /interactions, 58 Instagram posts Tangueria became a BTL brand hub, a timeless asset. ----------------------------------------------------------------------------------------------- Minha participação: Criação do conceito, mecânicas, coordenação de criação Objetivo: Relançar a campanha de Tang com Leite (BTL), ressaltando a versatilidade do produto. Solução: Criamos a Tangueria – uma loja especializada em Tang, onde você “paga” pela experiência com uma foto do seu bigode de Tang com leite. Usando do conhecimento comum que as pessoas têm sobre lojas com terminação “ria” (churrascaria, cervejaria, temakeria, padaria, sorveteria…), conseguimos passar de forma super direta a mensagem de que Tang é a base para diversos “pratos”, criando uma Tangueria. Dentro da loja, além do carro-chefe – Tang com leite (em horários de café da manhã e da tarde), temos Tang com água (almoço e jantar) e um residual com receitas de sobremesas. A experiência conta com uma jornada que passa por 3 fases: * balcão – onde um ator ensina o preparo e serve o produto de forma divertida; * praça – onde as pessoas podem sentar e apreciar o produto enquanto ouvem a Rádio Tang (há um estúdio da rádio no local, transmitindo ao vivo e recebendo artistas convidados), * caixa – onde as pessoas devem “pagar” com uma foto e retirar seu brinde residual. Resultados: * 76 publicações na imprensa * R$ 3.227.747,40 em equivalência publicitária * 881.653 impactos diretos / interações * 226 posts nas redes sociais * 206.917.320 impacto potencial * 21 artistas na rádio Tang, com 9.213.034 impactos potenciais, 252.295 impactos diretos/interações, 58 posts no instagram A Tangueria virou um hub BTL da marca, um asset atemporal, para abrigar múltiplas campanhas.

Sao Paulo, São Paulo Member since: 13-Fev-2016 Last login: 19-Fev-2020 Unavailable for new projects
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Email flavioparticelli@gmail.com

About Flávio Particelli PRO

Publicidade e Propaganda

Distrito Intelligence (business consultancy) Head of Strategic Creativity São Paulo, Brazil - december 2017 - present Distrito is an innovation platform for startups, corporations and investors looking for the next step in their evolution. It has 4 business units: Experience (3 tech/vertical campuses), Ventures (venture capital), Intelligence (innovation consultancy) and Data Miner (content/reports analysis and production). I've been working in the Intelligence team in which I’m responsible for managing and constructing the strategy, storytelling and presentation of our services called Business Hacking (helping companies to solve specific problems) and Reality Transformation (preparing the companies leaders to make their digital transformation and find new opportunities), using our startup ecosystem. ------------------------------------------------------------------------------- iris worldwide (agency) Senior Copywriter / Conceptual Copywriter São Paulo, Brazil - march 2015 - december 2017 Activities: - Creating concepts and mechanics for on and offline campaigns; - Creating content for social media channels; - Creating texts for on e off-line pieces and mechanics (scripts for video and radio, websites, speeches, promo, guerrilla, blitze, events) - Creating conceptual defenses and presentations with strategic detailing and concept defenses. - Doing research and market anaylisis (benchmarking, consumer behavior); - Creating and presenting workshops for clients; Main Brands / Clients: - Sony (Playstation, VAIO, BRAVIA, Xplod, Walkman) - Sony Mobile (previously Sony Ericsson) - Bacardi - Kibon (Wall’s - Unilever) - Brasil Kirin (Itubaína, Água, Baden Baden, Devassa – soda, water and beer) - Kimberly Clark (Neve, Scott) - Diageo - Natura (beauty/cosmetics) - Alliar/CDB (health) ------------------------------------------------------------------------------- iris worldwide (agency) Inovation Coordinator São Paulo, Brazil · march 2011 – march 2015 Coordinator of the Innovation/Concept area Activities: - Curator and manager of internal references database (trends, innovation and new technologies) - Creation of concepts and mechanics for online and offline campaigns - Editor-in-chief and copywriter of the agency blog (trendtech.me) - Research and analysis of: market, communication, consumer behavior and benchmarking - Development of proposals / prospection with the New Business area - Creation and presentation of workshops for clients - Manager of the agency “image” pillar, with direct interface with press office ------------------------------------------------------------------------------ Router (agency) Copywriter São Paulo, Brazil · april 2009 – march 2011 Copywriting for: - On and offline pieces - Speeches (guerrilla, blitze, events) - Scripts (videos, spots) - Ppt presentations (strategic detailing and concept defenses) -------------------------------------------------------------------------------- Copyright (agency) São Paulo, Brazil · 2005 – 2006 Assistant in the copywriting and creative activities (e-mail marketing, direct mail, posters, flyers, sales force magazines, ads) Clients: Accor Hotels (Formule 1, Ibis, Mercure, Sofitel, Novotel) Unibanco (bank) Oi (mobile operator)

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