CAPRICHO Case study COLÍRIOS by Editora Abril

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COLÍRIOS

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Industry Magazines, Retail, Distribution & Rental companies
Media Case study
Market Brazil
Agency Editora Abril
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CAPRICHO
Product/Service: MAGAZINE
Agency: EDITORA ABRIL
Date of First Appearance: Apr 8 2010
Entrant Company: EDITORA ABRIL, Sao Paulo, BRAZIL
Entry URL: http://colirios.capricho.abril.com.br/
Superintendent Director: Brenda Fucuta (EDITORA ABRIL)
Marketing Director: Louise Faleiros (EDITORA ABRIL)
Marketing Manager: Renato Cagno (EDITORA ABRIL)
Marketing Manager Product: Mariana Morais (EDITORA ABRIL)
Marketing Analyst: Felipe Grandinetti C De Albuquerque (EDITORA ABRIL)
Marketing Analyst: Melina Fiuza (EDITORA ABRIL)
Marketing Manager Product: Renata Pavan (EDITORA ABRIL)
Intern: Luiza Visockas Batagin (EDITORA ABRIL)
Editorial Director: Tatiana Schibuola (EDITORA ABRIL)
Chief Editor: Adriana Yoshida (EDITORA ABRIL)
Editor Writing: Marina Loiola Bessa (EDITORA ABRIL)
Editor Writing: Phelipe Cruz (EDITORA ABRIL)
Webmaster: Elton Prado (EDITORA ABRIL)
Director of Production: Eduardo Demarco (MTV)
Executive Director of Production: Adilson Tokita (MTV)
Program Director: Bettina Hanna (MTV)
Production Manager: Adriana Tavares (MTV)
Media placement: Magazine Campaign - 33 Adv (Total) - Loveteen And CAPRICHO (Teen Magazines) - 08 April 2010
Media placement: Magazine Campaign - 33 Adv (Total) - Veja And Veja São Paulo (News Magazines) - 08 April 2010
Media placement: Magazine Campaign - 33 Adv (Total) - Mundo Estranho/Super Interessante (Science Magazines) - 08 April 2010
Media placement: Magazine Campaign - 33 Adv (Total) - Contigo/Claudia/Gloss (Female Magazines) - 08 April 2010
Media placement: Magazine Capaign - 33 Adv (Total) - Placar (Sports Magazine) - 08 April 2010
Media placement: TV Campaign (150 Spots) - MTV Brazil - 20 May 2010
Media placement: Radio Campaign (241 Spots) - Jovem Pan, Mix, Energia And 89 FM - 18 April 2010
Media placement: Movie Theaters Campaign (32 Spots) - Movie Theaters In 10 Different Brazilian Cities (Including São Paulo, Rio De Jan - 16 April 2010
Media placement: Social Media Campaign - Twitter, Orkut, Facebook - 08 Abril 2010
Media placement: Online Adv Campaign - Editora Abril´s Websites Including CAPRICHO´s - 08 Abril 2010

Insights, Strategy & the Idea
CAPRICHO stands out as the magazine that speaks the language of the teenage girl. It reaches up to 25% of Brazil’s audience, or 2.5 million girls reading the magazine every other week. The “Colírios” (eye drops or eye candy) section of CAPRICHO has a long history of success featuring the cutest boys of the moment. For the last 25 years, it has helped create some of the biggest celebrities in the local teen universe. With the expansion of the Internet, CAPRICHO started to receive more and more pictures of boys interested in appearing in the “Colírios” section. It wasn’t very long until the people at the magazine realized they had something huge on their hands. Following a multiplatform path, CAPRICHO turned ”Colírios” into a cross-media project involving the magazine, internet, mobile, brand licensing, events and TV aimed at finding the new teenage idol to the Brazilian girl.

Creative Execution
Colírios put together all the platforms CAPRICHO worked on in a single cross- media project. Advertisements on CAPRICHO and its sister magazines, spots on MTV Brasil, on radio stations and in movie theatres, activation interventions in schools, clubs and concerts invited the audience to join the contest. Brand licensing was used to promote the campaign as well as revenue generation. The first round began with a website where, for two months, boys could post their own pictures and girls could pick their favourite “eye candy”. The 100 best ranked contestants then sent videos about their life to the same website. Based on these videos, 10 boys were selected and moved on to a reality show on MTV Brasil. The audience and a table of judges eliminated the boys in seven episodes and the winner was announced in the grand finale, a party that was broadcast live on MTV Brasil.

Results and Effectiveness
At the end of Colírios, 93,000 boys received 17,000,000 votes on the website. There were 77,000,000 page views and over 3,600,000 unique visitors, leading to a 264% growth of the website’s audience - 2,860,000 unique visitors between April and August 2010 versus 1,800,000 unique visitors in the same period of 2009. The TV program reached 5,700,000 teenagers between 12 and 17 years and the grand finale took place at a party with 3,500 kids. The magazine circulation grew 162% compared with 2007 numbers: from 79,000 to 207,000 copies at the end of the campaign. A new edition is planned for 2011.