The Giant Bem-Casado

Problem:
The mobile operator Claro was the primary sponsor for the largest candy fair in Brazil. Fenadoce, the fairs name in Portuguese, takes place in Pelotas, southern Brazil and its the biggest event in the region.

Solution:
The symbol of Fenadoce is the 100-year-old Bem-Casado, a cousin of the portuguese casadinho. In order to get noticed weve came up with a publicity stunt: the worlds largest bem-casado.
The public was invited to guesstimate the weight of the gigantic candy. The closest guess won a Sony Ericsson 3G mobile phone.

blicity
All major papers across the state covered the gigantic candy, generating free publicity and awarness of the fairs sponsorship by the carrier. The projects blog was cited in a number of sites and blogs, creating a countless number of comments and posts on the subject.

Results
The gigantic bem-casado was the fairs biggest attraction and thousands of pictures were taken bay passers-by. The projects blog had and average of 8 minutes visit per user. Altogether 12.334 guesses were made. Finally, on the fairs last day, the mistery was revealed: the weight of the gigantic candy was 356,31kg and the winner missed only by 18 grams!

Category:

Entertainment