Market Intelligence: In the style of a prank, Club Social sets up a shelf that follows customers in the market

In a prank style, Club Social promoted an action in a hypermarket in São Paulo. Through technology, it set up a shelf with shelves with products that followed consumers in the establishment.

In the campaign A Prateleira que Não Para, the aim is to reach the idea that the traditional Mondelez biscuit is widely consumed on the move, anytime and anywhere, explains the brand.

“And to prove that Club Social always accompanies its consumers wherever they are”, explains the agency Leo Burnett, responsible for the action recorded in March.

According to the agency, the project took three months to develop and tests and safety adjustments were made to assemble a structure that would move in all directions with adequate speed.

The bookcase has a motion sensor and has a professional accompanying to have control and ensure that the structure stops if necessary.

The recordings were made with consumers who agreed to participate and gave their images to the brand and there are also takes with actors to compose the campaign.

There is the intention to take the action to other places such as supermarkets, events, parks and universities, which are not publicized so as not to miss the surprise for the public.

“The idea of ​​Shelf That Doesn’t Stop is a different creative execution of the #PartiuPraNãoParar concept. Because when your favorite cookie goes along, no hunger can stop you. And it has total connection with the brand’s audience, which is always on the move and faces life in a relaxed way”, says Pedro Utzeri, creative vice president of Leo Burnett Tailor Made.