Editora Moderna DM ARG SECRET SOCIETY by Rapp Collins Brazil

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Industry Publishing, streaming & media
Media Direct marketing
Market Brazil
Agency Rapp Collins Brazil
Director Fabio Bueno, Ricardo Luz
Art Director Bruno Frank
Copywriter Camila Al Cici, Luiz Vareta
Released September 2010

Credits & Description

Category: Product Launches
Product/Service: PUBLISHER
Agency: RAPP
Date of First Appearance: Sep 16 2010
Entrant Company: RAPP, Sao Paulo, BRAZIL
Digital Creative Vice President: Mauro Letizia (Rapp)
Copywriter: Camila Al-Cici (Rapp)
Copywriter: Luiz Vareta (Rapp)
Art Director: Bruno Frank (Rapp)
Social Media: Leonardo Rama (Rapp)
Project Coordination Director: Marcos Mamu (Rapp)
Project Coordinator: Patricia Sanches (Rapp)
Account Director: Marcia Esteves (Rapp)
Account Manager: Luciana La Regina (Rapp)
Accont Manager: Noelle Oliveria (Rapp)
Programmer: Ary Oliveira (Rapp)
Creative Technologist: Marcelo Olandim (Rapp)
Planner: Laura Cilento (Rapp)
Director: Fabio Bueno (Azuli Marketing)
Director: Ricardo Luz (K3 Produtora Multimídia)
Media placement: Teenager Blog - Post - Jovem Nerd - 14 October 2010
Media placement: Teenager Blog - Post - Jacare Banguela - 14 October 2010
Media placement: Teenager Blog - Post - Nao Salvo - 14 October 2010
Media placement: Teenager Blog - Post - Lost In Chick Lit - 14 October 2010
Media placement: Teenager Blog - Post - Last Lia - 14 October 2010
Media placement: ECommerce Website - MercadoLivre (Brazilian EBay) - 22 October 2010

Describe the brief/objective of the direct campaign.
The goal was to promote a new publishing house, iD, and its 11 book collection among young customers, in a fun, engaging and interactive way. The strategy was to use an ARG (Alternative Reality Game), stimulating interaction between players in the real (spreading clues in live events on the streets of Sao Paulo) and virtual worlds (clues in internet hotsites, ads, blogs, social networks). Through 15 days, charades involving foreign languages, Morse code, multimedia puzzles, augmented reality, geographic coordinates and interactive videos were sent to the players, with the aid of a character who was a guide in their missions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With website clues that were distributed on the street to children' Counting on our target’s curiosity, we developed an ARG in which the players should unveil the mysteries about a Secret Society that was coming to Brazil. This Society was the title of the main book in the iD collection. The ARG plot mixed stories and characters from the collection’s other books (with themes such as romance, mystery, horror, vampires), and was treated as a real fact in the blogs where the game was promoted, which generated a huge buzz among the target. This led the customers to the final event at Cultura bookstore, in which they would learn about iD.

Explain why the creative execution was relevant to the product or service.
The ARG format was extremely adequate to iD’s goals and customers. Firstly, because the intention was to generate a buzz amongst our young target. Encouraging them to discuss characters and plots from the books even before they were released. Secondly, because these customers are used to interact with the marketing communication assuming an active role in the process. That way, the full-of-mysteries ARG format is ideal because it engages and arouses the customers’ interest, and also because it deals with elements that are present in the promoted product.

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.
- Start: Spread the news through 5 main teen blogs: 2MM audience
- Number of participants (online heavy players – all Brazil): 3.135
- Number of communities members (local: heavy players): 802
- Duration: 15 days.
- Players quit another simultaneous ARG (HSBC).
- Several ARG experts posts congratulating the ARG (“intelligent clues, extremely dynamic, multimedia, multichannel and interactive game”).
- Several Youtube users’ videos.
- Spontaneous media exposition.