MTV Case study GUITAR MAN by Loducca

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GUITAR MAN

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Brazil
Agency Loducca
Director Dulcidio Gutierrez Caldeira
Creative Director Cassio Moron, André Faria, Jose Augusto Guga Ketzer
Art Director Alexandre Amaral, Patrick Matzenbacher E Gregory Kickow
Copywriter Marcelo Rosa
Account Supervisor Monica Di Pierro
Released April 2012

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: MTV BRASIL
Product/Service: INSTITUCIONAL
Agency: LODUCCA
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Copywriter: Marcelo Rosa (Loducca)
Copywriter: Patrick Matzenbacher (Loducca)
Art Director: Gregory Kickow (Loducca)
Art Director: Alexandre Amaral (Loducca)
Executive Producer: Ana Luisa Andre (Loducca)
RTV Producer: Karina Vadasz (Loducca)
Account Director: Sabrina Spinelli (Loducca)
Account Supervisor: Monica Di Pierro (Loducca)
Account Assistent: Silvia Durazzo (Loducca)
Director: Dulcidio Caldeira (Paranoidbr)
Executive Producer: Egisto Betti (Paranoidbr)
DOP: Ted Abel
Post-production: (Sindicato VFX)
Soundtrack:
Media placement: TV Channel - MTV Brazil - 28/apr/2012

Describe the objective of the promotion.
To promote the new phase of MTV's concept: the music never stops.

Describe how the promotion developed from concept to implementation.
We gave 5 MTV fans the opportunity to choose famous guitar riffs, rehearse them using their mouths and become guitar-men. Then we created 5 films to promote the new phase of the concept in MTV's programming.

Explain why the method of promotion was most relevant to the product or service.
We gave MTV's audience the chance of not letting the music stop through a campaign where they became the protagonists.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign has beenseen by MTV audience and helped position the music television as the station where music never stops. Even without musical instruments.