Sky Tv NZ Print ROCK IN RIO BABIES by DraftFCB Rio De Janeiro

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Brazil
Agency DraftFCB Rio De Janeiro
Executive Creative Director Adilson Xavier, Benjamin Yung Jr.
Art Director Rodrigo L. Rodrigues
Copywriter Ricardo John, Andre Pallu, Ricardo Martin Neto, Roberto Rezende
Digital Creative Director Mauro Ramalho
Released August 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: SKY
Product/Service: SKY
Executive Creative Director: Benjamin Yung Jr (Draftfcb Brasil)
Executive Creative Director: Ricardo John (Draftfcb Brasil)
Executive Creative Director: Adilson Xavier (Draftfcb Brasil)
Copywriter: Ricardo Martin Neto (Draftfcb Brasil)
Art Director: Rodrigo L. Rodrigues (Draftfcb Brasil)
Copywriter: Ricardo John (Draftfcb Brasil)
Digital Creative Director: Mauro Ramalho (Draftfcb Brasil)
Digital Art Director: Ader Moreira (Draftfcb Brasil)
Digital Art Director: Carlos Santos (Draftfcb Brasil)
Digital Copywriter: Mauricio Diament (Draftfcb Brasil)
Digital Head Of Art: André Mancini (Draftfcb Brasil)
Media placement: Magazine - 2 Ads - Rolling Stone - 08 August 2011
Media placement: Internet - Facebook - 02 October 2011
Media placement: 3 Documentaries - Commemorative Website - 08 August 2011
Describe the objective of the promotion.
SKY, a cable TV provider, was one of Rock in Rio Festival sponsors. In order to stand out among countless sponsors, SKY decided not to be just a sponsor, but a perpetuator of the passion for Rock as well. That’s how the project 'Rock In Rio Babies' started, a 3-phase-action which would guarantee long life to Rock. Ending with a promotion to take a couple of Rock lovers to a honeymoon in Las Vegas and guarantee that the future rock n roll babies would come.
Describe how the promotion developed from concept to implementation.
In the first phase, pre-event, we found stories about children whose parents met in the festival’s previous editions. This material originated 3 mini documentaries of 5 minutes each and advertorials in magazines. In the second phase, during the event, we set up a Rock Altar where any couple could get married in the name of Rock, in a thematic ceremony. In phase 3, post-event, we took the 'marriage in the name of Rock' to Facebook with a promotion in which the couple with the highest number of guests would win a Honeymoon in Las Vegas.
Explain why the method of promotion was most relevant to the product or service.
From the beginning, we realised that in order to stand out among sponsors with such higher budgets, we would have to make the news about SKY sponsoring reverberate in the media. More than sponsoring, we knew we would have to create a fact that would generate buzz and use this repercussion in our favour. That is, we needed something that would bring visibility and make the brand be commented before, during and after the event, in several kinds of medias.
Describe the success of the promotion with both client and consumer including some quantifiable results.
17,100 weddings on Facebook.
Approximately 98,000 people invited on Facebook.
1,832 weddings during the festival.
Action became an article in one of the shows with highest audience in Brazilian television: 'Fantastico'
Couples who participated became an article in the magazine with highest circulation in the country, 'Veja'
Action was reported by 'Terra' portal and several blogs.
Inspired by the project, a couple contacted Rock in Rio production asking for permission to get married for real, during the festival. It is estimated that more than 43,000,000 people were impacted by the action.
The value of free media conquered exceeds US$4,668,900.