Interactive Annual 19:
Tablets/Handheld Devices
Bradesco Seguros: Car
“A crystal clear understanding of user behavior creates an unforgettable moment of surprise in this astute iPad ad.” —Dave Curry
“After days and hours of work, this was an unexpected gem. It was totally unanticipated and, at the same time, relevant and well-executed.” —Perry Fair
This ad, placed in iPad version of Quatro Rodas magazine, offers a gentle reminder that unforeseen events happen all the time. The seemingly ordinary car ad takes a surprise turn when the reader swipes to “turn the page” and the car follows and crashes. Then the concept is revealed: “Unexpected events happen without warning. Make a Bradesco car insurance plan.” It’s an ad with impact that takes advantage of the interactivity and resources of the iPad in a surprising way while reinforcing the concept of the campaign—without relying on scare tactics.
- • The iPad ad was one component of a new campaign
and “Just In Case” brand positioning that targets men
and women between the ages of 25 and 40.
- • The project was in production for one month and was developed with Aptana Studio for HTML5, Javascript, CSS3 and 3D Studio.
Comments by AlmapBBDO
“There was a true surprise factor. Since it seemed at first to be an ordinary car ad, it generated an interesting response; people commented on it on it on the web, complimenting the simplicity of the idea and production. Although we didn't measure results, the informal recall was really positive.”
Credits
André Leotta/Pedro Rocha, art directors
Andre Kassu/Marcos Medeiros, creative directors
Luiz Sanches, executive creative director
Fernando Boniotti, technology director
The Good Fellas, production company
AlmapBBDO (Sáo Paulo, Brazil), project design and development
Bradesco Seguros, client
