DIGITAL CARNIVAL by PEPPER COMUNICACAO for POSITIVO INFORMÁTICA

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DIGITAL CARNIVAL

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency PEPPER COMUNICACAO
Art Director Nilson Higasi, Gabriela Giardino, Fernando Tomeu Wunderman
Copywriter Giovani Gasperin
Released January 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: POSITIVO INFORMÁTICA
Product/Service: INTERACTIVE CARNIVAL FLOAT
Agency: PEPPER COMUNICAÇÃO
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: PEPPER COMUNICAÇÃO, São Paulo, BRAZIL
Entry URL: http://www.positivopranacao.com/directA07
Vice President Creative: Ale Alves (Pepper)
Art Director: Fernando Tomeu (Pepper)
Art Director: Nilson Higasi (Pepper)
Copywriter: Giovani Gasperin (Pepper)
Account Director: Beatriz Rainer (Pepper)
Planning: Rodrigo Coelho (Pepper)
Digital Planning: Marcelo Kussuhara (Pepper)
Art Director: Gabriela Giardino (Pepper)
Media placement: Radio Spot - Globo - 15/01/2010

Describe the brief/objective of the direct campaign.
Little before the 2010 Brazilian Carnival, Positivo Computadores, the largest computer manufacturer in Brazil, entered into an exclusive sponsorship contract with Portela, one of the most winning samba schools in Rio de Janeiro, and proposed us a challenge: to take, effectively and innovatively, digital inclusion to the Sambadrome, where it had never been before.

Explain why the creative execution was relevant to the product or service.
One of the greatest barriers for those sponsoring Rio de Janeiro’s carnival is exposing the brand to the public without disrespecting the strict regulations set for such type of activity. Aware of that, our strategy was building, along with Portela, the first interactive float in the carnival history, which allowed us to place digital inclusion inside the Sambadrome and accomplish the primary goal of Positivo Computadores.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the first interactive float of the Brazilian carnival. Through it, the public was able to experience the thrill of being on the parade ground and interactively taking part in it. A tv screen in the parade directed people to sms or go to the website. To figure in the parade, internet users could upload their pictures at www.positivopranacao.com.br during the entire parade or participate in real time by sending SMS and MMS. Social networks such as Facebook and Twitter were also integrated to the action as participation channels. During Portela’s presentation, all interactive materials received were exhibited on big screens placed on one of the floats and broadcast live and online for the entire country.

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.
The over 100 thousand accesses to the website, the 7,300 pictures sent and exhibited on the float and the over 10 thousand SMS received – including one with a wedding proposal – made the action outstand for the over 100 thousand people present in the Sambadrome, during the live broadcast for millions of people by the largest Brazilian television network, on the main newspapers and magazines, besides reaching 2 million impacts on social networks and 14 million online banners.