DDB Promo, Case study 99-DAY WORLD ANNIVERSARY by DDB Sao Paulo

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99-DAY WORLD ANNIVERSARY

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Industry Shows, Events & Festivals, Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Photographer Sergio Prado
Released October 2010

Credits & Description

Category: Corporate Communication
Advertiser: DDB BRASIL
Product/Service: 21ST ANNIVERSARY CELEBRATION
Project Creative Team: Cynthia Horowicz/Maristela Pati Correa/Tania Pena (DDB Brasil)
PR Team: Lana Pinheiro/Daniela Barile/Fabiana Antacli (DDB Brasil)
PR Team: Pat Sloan (DDB Worldwide)
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Directors: Andre Pedroso/Mariana Sa/Joao Mosterio (DDB Brasil)
Creative Team: Marcos Abrucio/Marcelo Bruzzesi/Ulisses Razaboni/Manuel Scroft/Fabio Has (DDB Brasil)
Client Service: Maria Helena Addesso (DDB Brasil)
Media Team: Monica de Carvalho/Patricia Muratori/Fabricio Andrade/Ricardo Barros/Guilherme B (DDB Brasil)
Convergence Team: Joca Guanaes/Fabio Seixas (DDB Brasil)
Social Networks Team: Philippe Bertrand/Bruno Tozzini/Nicole Cassiano/Steve Pereira (DDB Brasil)
Internet Team: Gustavo Alves "Denis"/Pedro Rais/Natasha Torlay (DDB Brasil)
HR Team: Maria Eduarda Lomanto/Sinthia Almeida (DDB Brasil)
Art Buyers: Clariana da Costa/Daniela Strang (DDB Brasil)
Radio & TV Team: Gilberto Pires "Gibinha"/Jaqueline Couto/Rita Costa (DDB Brasil)
Photographer: Sergio Prado (DDB Brasil)
Graphic Producer: Edson Harada (DDB Brasil)
Media placement: Press Conference To Launch The Project - TV Cultura; Folha.com; UOL; Voce S.A (The Most Important Magazine On People Mgmt); Meio & Mensagem.. - September 27th 2010
Media placement: Press Releases About The Phases Of The Contest - ADnews, PropMark; Meio & Mensagem;etc - September To December
Media placement: Exclusive Articles - Veja Rio (One Of The Most Important Economic Magazines); O Globo; Voce S.A, Etc. - December
Media placement: Press Release About The Contest Results - Times Of India, Reuters; NBC; KGMB; Yahoo, Best Media Info,India Television, Business Standard, Etc - December
Media placement: Exclusive Article In International Press - New York Times, Contagious, Shots, Etc - January To April
Media placement: Exclusive Article In Brazilian Press - TV Globo At Jo Soares Program; O Estado De Sao Paulo; Epoca Negocios - May

Summary of the Campaign
In 2010 DDB Brasil completed 21 years and the agency’s objective was to celebrate its anniversary in a different way that could draw people’s attention and aggregate brand value. So how could we turn 21 in a relevant way both in Brazil and abroad? The solution was to create a campaign that would choose a 21-year-old student to become the agency’s Trend Hunter during a 99-day trip around the world. The winner was chosen via an open competition with 21-year-olds all over the country who spoke English fluently. There were 4 phases: general knowledge exam, video production, creation and maintenance of a blog and an interview with the agency’s president. To promote the action, we created offline ads and much buzz on social networks and PR. After the interview with the press and the promotion on social networks, 4 thousand people were considered as candidates. The selection process took 3 months. Newspapers in Brazil and abroad covered the campaign, which generated more than US$ 1.4 million in positive spontaneous media.

The Situation
DDB Brasil is one of the largest and most awarded agencies in the country, being elected three times Agency of the Year in Cannes, Interactive Agency of the Year and winner of 89 Lions. With creative excellence well-known around the world, the agency saw an opportunity in its 21st anniversary to create a campaign that could strengthen its image even further, associating the brand to relevant content. A PR strategy was the ideal way to reach two objectives: attract the largest number of students interested in participating in the project and generate relevant content via Trend Hunter through blog www.99novas.com.br.

The Goal
The campaign wanted to reinforce DDB Brasil’s image in the country and abroad, increasing the desirability factor for future young employees, clients, talents, and prospects. The aim was to receive 2 thousand application forms for the project and generate twice the amount invested in media. In the first three days only 2,000 able candidates had already sent their application forms and at the end of the first round, there were 4 thousand candidates, a number that surprised us. From September to April, more than US$1.4 million were generated by spontaneous media.

The Strategy
The PR strategy meant the creation of an action relevant enough to attract the attention of the Brazilian and international press to the brand, with a project that lasted and reverberated during 9 months, generating lots of spontaneous media. To reinforce the agency’s values, we mixed interviews to the press, exclusive articles and meetings with journalists in Brazil and abroad. The strategy generated results way beyond what we had expected.

Execution
Interview to the press on September 27 at DDB Brasil, headed by President Sergio Valente.

-Press releases and interviews on regional media to drive students to send in their application forms from all over the country. Social networks were used to attract the target. Actions in colleges and universities also took place

- An exclusive article in one of the country’s most important newspapers was a way to aggregate relevance and present the chosen candidate’s profile.

- International newspapers. A press release containing the results was sent to each country.

- In every city Lucas visited he met a journalist. The highlight was the meeting with the New York Times journalist.

-To celebrate Lucas’s return we prepared an interview in the most important Brazilian Talk Show: Jo Soares, considered Brazil’s David Letterman. We also arranged an exclusive interview in one of the most renowned magazine and journals.

Documented Results
The DDB Brasil’s 21st anniversary action managed to generate US$1.4 million in spontaneous media including prestigious vehicles such as The New York Times, Times of India, Sun Harold, Contagious, Shots, Creativity and the main newspapers in Brazil, such as O Estado de Sao Paulo, Folha de Sao Paulo, O Globo. There was also a 15-minute interview in Brazil’s most important talk show, hosted by Jo Soares, known as Brazil’s David Letterman. On social networks, the action impacted more than 4 million people in Brazil and abroad. The result surprised expectations because we were only aiming at profiting twice the US$300,000 spent on the project.