Marketing Manager
at
Smart Fit
| Titel | F.A.T. Blocker |
| Agentur | MullenLowe Brasil |
| Kampagne | F.A.T. Blocker |
| Werbende | Smart Fit |
| Marke | Institutional |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 4 |
| Geschäftsbereich | Andere |
| Slogan | F.A.T. Blocker Blocks calorie ads |
| Story | The Smart Fit chain of gyms in Brazil and Latin America has launched the F.A.T. Blocker – The filter against temptations – a plugin that blocks high calorie ads on the internet. Created by MullenLowe Brazil, it’s available at the Google Chrome Store. |
| Philosophie | Smart Fit is the largest chain of gyms in Latin America. In 2016, the company launched a campaign promoting the #smartgeneration, based on people who don`t classify themselves by age, but rather based on their smart choices, and who value their time and money, care for their health and, at the same time, have fun. So, the challenge was to create an innovative way to interact with this generation and show that Smart Fit was tailored specifically for them. |
| Problem | Every day, the smart generation is impacted by hundreds of hyper caloric food campaigns. And, of course, full of appetite appeal. To help them stay focused on healthy living, F.A.T BLOCKER was developed. A free, easy-to-install browser app, that works as an ad blocker, but just for food temptations. This is how it works: after installing, users just have to inform the duration of their diet and what kind of food they would like to avoid. In addition to this, to each blocked ad, the plugin generates a message of incentive for them to keep focusing on training. |
| Ergebnis | The tool has been made available in the Chrome Store. Next, it was used the base of Smart Fit clients to send an email marketing communicating its launch. The second step was to bring more scale to the tool, promoting it in the social networks of the gym. The tool has created a new point of contact between Smart Fit and its customers. Now the gym comes to be present in their lives even when they are not working out. This allowed Smart Fit to further reinforce its concept of #smartgeneration, and more and more people are downloading the plugin. |
| Medientyp | Anwendungen |
| Länge | |
| Mehr Informationen | https://goo.gl/xt8Fpw |
| Executive Creative Director | Jose Henrique Borghi |
| Creative Director | Eduardo Salles |
| Creative Director | Gil Pinna |
| Texter | Eduardo Salles |
| Texter | Henrique Louzada (Bill) |
| Art Director | Luiz Cesar Faria Jr. (Steve) |
| Art Director | Fabio Nunes |
| Projektmanager | Gabriel Antoniolli |
| Agency Producer | Guto Lins |
| Operation Director | Patricia Venturini |
| Etatdirektor | Robert Filshill |
| Account Supervisor | Caroline Paulino |
| Planungsleiter | Ana Luiza Santos |
| Media Director | Rosana Ribeiro |
| Social Media Strategie | Camila Antunes |
| Social Media Strategie | Kassia Ferreira |
| Digital Production Company | Onesight |
| Produktionsfirma | Cine Cinematografica |
| Tonproduktion | Lua Nova |
| Marketing Director | Leonardo Cirino |
| Marketing Manager | Renata Ramos |