Rock In Rio Print I’LL BE THE FIRST by Artplan Rio de Janeiro, Grudaemmim

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Art Director Sergio Carvalho, Hugo Monteiro, Alessandra Sadock
Copywriter Eduardo Salles, Gustavo Tirre
Agency Grudaemmim
Creative Director Daniel Prata, Tim Perissé
Art Director Diego Hernandez, Rodrigo Campos
Copywriter Guilherme Moreira Lopes
Producer Ronaldo Martins
Released September 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: ROCK IN RIO
Product/Service: MUSIC FESTIVAL
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Hugo Monteiro (Artplan)
Copywriter: Gustavo Tirre (Artplan)
Art Director: Alessandra Sadock (Artplan)
Art Director: Hugo Monteiro (Artplan)
Art Director: Rodrigo Campos (Artplan)
Copywriter: Eduardo Salles (Artplan)
Art Director: Sergio Carvalho (Artplan)
Producer: Ronaldo Martins (Artplan)
General Director: Christian Rôças (Grudaemmim)
Creative Director: Daniel Prata/Tim Perissé (Grudaemmim)
Project Manager: Rafael Turri (Grudaemmim)
Social Media Analyst: Fernanda Saboia (Grudaemmim)
Social Media Co-ordinator: Ana Cristina Fiedler (Grudaemmim)
Account Leader: Ana Baldan (Grudaemmim)
Copywriter: Guilherme Lopes (Grudaemmim)
Art Director: Diego Hernandez (Grudaemmim)
Account Manager: Rodolfo Medina/Elisa Simões/Mariana Lellis/Luiz Gustavo Tupinambá (Artplan)
Media placement: Site - Site - 16/09/2011

Describe the objective of the promotion.
After 10 years, the Rock in Rio finally was coming back to Brazil. The yearning of the public was such that queues of more than 16,000 people were formed at the points of sale and all 700,000 tickets were sold 5 months in advance. So far, so good. But how to promote the biggest music festival of the world when there are no more tickets?

Describe how the promotion developed from concept to implementation.
Since many people remained outside, we decided to give them the hope to still be able to participate in the Rock in Rio. And it wouldn't be with a 'simple' ticket.We would give to that person the smug happiness to be the first to enter the biggest music festival of the world. And for a few minutes have the Rock in Rio all for themselves. During 7 days we launched challenges on Twitter, the winners of each day would compete for the so coveted ticket to the Rock in Rio, with the right to arrive in a limo and access to the VIP area.

Explain why the method of promotion was most relevant to the product or service.
In spite of the sold-out tickets, we couldn't let the festival lose impact in the media and with its public. When we gave the chance to a person to literally skip the queue and become the first person to enter Rock in Rio, we changed the frustration of the fans that were left outside into fuel to reactivate the festival in their imagination.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In 7 days there were more than 14,000 comments on Twitter and more than 8m user hits on the Internet. The arrival of the winner of the promotion in the festival had the coverage of the main TV stations in Brazil and also was on the front page of the next day's newspapers.