MELISSA DANCE HITS
The THAT team was flattered to be invited in its first year of life to name one of Melissa’s big bets for this year. Together with Melissa’s Marketing team we worked on this project from the beginning to launch a Melissa exclusively made for the ballad: The Melissa Dance Hits. A That created naming, branding, packaging, point of sale materials, and especially the launching action in Brazil. After the Dance Hits Vending Machine project and the training of the promo team (both by THAT) the first launch party took place at Pink Elephant in Porto Alegre on August 31st. The following parties took place in São Paulo: B4 (October 30) and Ballroom (October 31), the latter with a Haloween edition. In all the ballads the Dance Hits Vending Machine – a lighted carriage that changes color according to the rhythm of the party and exposes the Melissa models available – has circulated with its promoters presenting the benefits of owning a practical and folding Melissa, Capable of being stored inside the consumer bag in a small bag of exclusive fabric. The result was a great number of sales in the ballads and an amazing sale in the retail, being Dance Hits one of the champions of sale in 2012.