Red Bull DM STREET ART VIEW by Loducca

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STREET ART VIEW

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Industry Soft Drinks
Media Direct marketing
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Jose Augusto Guga Ketzer, Marco Aurelio Monteiro
Art Director Gustavo De Lacerda
Account Supervisor Roberta Beltrão
Released February 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: RED BULL
Product/Service: INSTITUTIONAL
Agency: LODUCCA
Date of First Appearance: Feb 11 2011
Entrant Company: LODUCCA, Sao Paulo, BRAZIL
Entry URL: http://www.streetartview.com/awards/
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Gustavo de Lacerda (Loducca)
Copywriter and Web Developer: Raphael Franzini (Loducca)
Account Director: Wilson Negrini (Loducca)
Account Supervisor: Roberta Beltrão (Loducca)
Web Developer: Raphael Franzini (Loducca)
Brand Manager: Marcelo Nicolau (Reb Bull)
Media placement: Web - Web - 11 February 2011

Describe the brief/objective of the direct campaign.

All over the world, Red Bull is always linked to strong elements of urban culture, and graffiti is one that stands out.

However, the events and even the artworks are restricted to the local universe, without the power to reach many people.

The idea was to create a space for all the graffiti in the world to converge, making it easy to search by place or artist.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We brought together Google Street View, street art, and the power of crowdsourcing to build the world’s largest street art collection.

Red Bull Street Art View (streetartview.com) is a collaborative collection of sites from Google Street View showcasing street art all over the globe.

Anyone can tag their favourite graffiti spot. No images need to be uploaded, Google Street View takes care of displaying the photos.

Explain why the creative execution was relevant to the product or service.
The internet is the preferred medium for our target demographics, youngsters. And the concept of mashing up the cutting edge service of Google Street View with street art was very appealing to them.

We have contacted key influencers by direct email marketing and over social networks and communities involved on the art and design theme so they could spread the information about our project.

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.
First month results:

- 300.000 visits with an average of 2min of time on site;
- 5.000 tweets (99% positive);
- 18.000 people shared the site with their Facebook contacts;
- 4.000 artworks tagged;
- Worldwide media coverage, including The Huffington Post, Gizmodo, FWA, The Guardian, The New Yorker, CBC, etc.

And the flow continues, with an average of 2,000 new visitors everyday.