Rock In Rio Print SEX, __ & ROCK'N'ROLL by Artplan Rio de Janeiro

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Hugo Monteiro, Gustavo Tirre, Alessandra Sadock
Art Director Augusto Correia
Copywriter João Resende
Released September 2011


Epica Awards 2013
Public Relations Social Networks SILVER

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Hugo Monteiro (Artplan)
Art Director: Augusto Correia (Artplan)
Copywriter: João Resende (Artplan)
Creative Technologist: Leonardo Marçal (Artplan)
Digital Producer: Derek Dias (Artplan)
Account Manager: Elisa Simões (Artplan)
Account Manager: Mariana Lellis (Artplan)
Account Manager: Rodolfo Medina (Artplan)
Creative Supervisor: Jorge Falsfein (Artplan)
Digital Producer: Derek Dias (Artplan)
Agency Producer: Ana Ourique (Artplan)
Agency Producer: Rafaella Leme (Artplan)
Media placement: Internet - Web Site - 1 September 2011
Describe the objective of the promotion.
Rock in Rio is the world’s greatest music festival. Since 1985 brought together almost 6m people in 9 editions, watched by more than 200 countries through TV and Internet. Because of that, the Government of Brazil requested us a campaign against drugs, what is a delicate subject for a Rock’n’Roll brand. Being admired by millions of rock fans, we had to engage people into a debate on the subject in a way that we could avoid building a boring flat image, preserving the festival's reputation.
Describe how the promotion developed from concept to implementation.
The answer was in the essence of Rock: freedom. Rock in Rio gave the public a chance of making their own choices, by breaking a Rock’n’Roll dogma. The main platform was the website 'Sex, ___ & Rock’n’Roll', where visitors created concept arts by simply typing a word. The tool searched then for related images on Flickr and generated customisable and shareable mosaics. Several articles and chats with medical authorities were available too. The campaign also included a video clip, where artists sang a music theme, T-shirts, social networks and a promotional effort under the prize of tickets for the festival.
Explain why the method of promotion was most relevant to the product or service.
In order to develop a successful campaign to raise the debate about drugs but also protecting the festival of being accused of hypocrisy or flat speech, everything had to be carefully planned. Many artists who played in previous editions of the festival already had public problems related to drugs. Also, Rock in Rio fans are all ages, but have different opinions when it comes to drugs. So, anti-drugs awareness had to be made by both, the festival and its public. This way all concepts were valid and the campaign's approach ended up being built on freedom not prohibition.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 100,000 comments were published on Facebook along the debate, impacting a total of 15,975,000 people on social networks. Versions of its theme song appeared in YouTube, including a well produced parody from a famous humour channel. And the earned media reached US$5,700,000.
In just 1 month, the site had over 700,000 hits. 52% of people visited more than once and the average visit time was over 6 minutes. More than 213,000 unique arts were generated and 68% were shared. And the most important: only 4% of the users tried to input drug related terms.