Adsarchive » DM » DM9Rio » YES, I AM CARIOCA


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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency DM9DDB Sao Paulo
Art Director Marcelo Lobo, Igor Quintella, Gustavo Marcula, Gabriel Assis, Guilherme Cunha
Released February 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: DM9RIO
Agency: DM9RIO
Vice President/Creative Director: Alvaro Rodrigues (DM9Rio)
President: Polika Teixeira (DM9Rio)
Art Director: Marcelo Lobo (DM9Rio)
Art Director: Guilherme Cunha (DM9Rio)
Copywirter: Rodrigo Dorfman (DM9Rio)
Head Of Digital: Rafael Ferrer (DM9Rio)
Art Director: Igor Quintella (DM9Rio)
Art Director: Gustavo Marcula (DM9Rio)
Art Director: Gabriel Assis (DM9Rio)
Social Media: Diogo Cardoso (DM9Rio)
Social Media: Carolina Pereira (DM9Rio)
Social Media: Renato “bacon” (DM9Rio)
Communication Manager: Priscila Serra (DM9Rio)
Account Director: Marcia Aguiar (DM9Rio)
Account Manager: Lygia Deliberali (DM9Rio)
Account Manager: Marina Cesar (DM9Rio)
Account Assistant: Marina Hippert (DM9Rio)
Media placement: internet - Facebook - 12-15 February 2012

Describe the brief/objective of the direct campaign.
Rio is going through a unique period. With the 2014 World Cup and 2016 Olympic Games taking place in Brazil, business is booming. That’s why at the end of 2011, DM9DDB decided to start an operation in the city: DM9Rio. How can we open an ad agency in such an amazing city, whose locals – the Cariocas – have a unique lifestyle different from everyone else?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a Facebook page titled 'Yes, I am Carioca'. On it we spread phrases that describe the Cariocas’ soul in a way that they understand and relate to, showing them that DM9Rio has real Carioca DNA.
We placed only on Facebook sentences that summarised Carioca’s soul: 'Yes, I am Carioca. Yes, I go shopping wearing flip-flops', 'Yes, when I am stuck in traffic I can see the ocean', 'Yes, my social network is the beach', 'Yes, I have the best Carnival in the world', 'Yes, 68 degrees is winter', 'Yes, I call the waiter by his name', and so on...

Explain why the creative execution was relevant to the product or service.
Thousands of people in Rio, Brazil and around the world shared their pride on the network, turning the 'Yes, I am Carioca' into a gigantic tool to celebrate the unique lifestyle. After 4 days we revealed that DM9DDB was the author of the action and with a simple and fun idea we were able to show that we, better than anyone else, understand the Carioca way.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- 19,453 people 'liked' our page;
- 295 thousand were impacted;
- generating a potential reach of more than 3.7m people.
- All of it in 20 countries.
The media liked it too. O GLOBO, one of the most important newspapers in the country (Facebook page with phrases about the 'Carioca way' is a success.), besides blogs on culture, behaviour and fashion, everyone was talking about 'Yes, I am Carioca'. But on the Internet, you know how it goes: it only works when someone copies it.