SPREAD IT by Artplan Rio de Janeiro for Correios

Adsarchive » Promo , Case study » Correios » SPREAD IT

SPREAD IT

Pin to Collection
Add a note
Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Hugo Monteiro, Gustavo Tirre, Alessandra Sadock
Art Director Augusto Correia, Luiz Cesar Faria
Copywriter Henrique Louzada
Producer Derek Dias
Released August 2011

Credits & Description

Category: Corporate Communication
Advertiser: CORREIOS
Product/Service: SEDEX
Agency: ARTPLAN
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: Henrique Louzada (Artplan)
Art Director: Luiz Cesar Faria (Artplan)
Media: Marco Frade (Artplan)
Media: Diana Senna (Artplan)
Producer: Derek Dias (Artplan)
Account Manager: André Fagundes (Artplan)
Account Manager: Silvia Pizzini (Artplan)
Media placement: Digital PR - Website - 4 August 2011
Media placement: Digital PR - Share Button On Terra Portal - 4 August 2011
Media placement: Digital PR / consumer PR - shared links on Facebook - 4 August 2011
Media placement: Digital PR / consumer PR - shared links on Twitter - 4 August 2011
Media placement: Digital PR / consumer PR - shared links on LinkedIn - 4 August 2011
Media placement: Digital PR / consumer PR - shared links on Orkut - 4 August 2011

Summary of the Campaign
SEDEX is a traditional public brand. It was always the most important express service in Brazil. However, over the years, SEDEX started losing space. Younger generations don't perceive so well the brands attributes of speed and agility as old consumers do. Besides, some problems with its logistics system caused many delays on deliveries and the trust factor was in danger for the first time despite of its 30 years of good services.

The brand needed to reconquer its place in the market and, to achieve this goal, traditional advertising wouldn't be enough. It's little presence on the internet led us to an insight. We realized that the way of sharing content of sites and blogs was slow and little practical for the users. That´s why everybody is used to sharing content on just 1 social network. Based on this analysis we created SEDEX Spread It, an express share button that integrates the main users' social networks.

To call the attention to the project, we made a partnership with one of the major portals of the country that included the button in its share bar. This influenced a lot of blogs and sites to do the same. As the tool was being spread, the way of sharing content on the internet started to change and thus people's perception of the brand as well.

The Situation
SEDEX is a traditional public brand. It was always the most important express service in Brazil. However, over the years, other big players joined the market and SEDEX started losing importance and respect. Additionally to that, younger generations don't perceive so well the brand's attributes of speed and agility as old consumers do. Moreover, some problems with its logistics system caused many delays on deliveries and the trust factor was in danger for the first time despite of its 30 years of good services.

The Goal
The main objective was to re-establish SEDEX's image. Considering that the brand was getting distant from the daily life of the average modern consumer, the internet seemed to be the perfect media to be used as a way of changing people's perception.

The Strategy

In a such modern market with big players joining the competition and using all kinds of marketing efforts, SEDEX had to be strong on the internet as well as it used to be offline.

Using the internet's power of spreading word of mouth, the brand could regain trust and eventually have real impact on the business.

Execution
We realised that the way of sharing the content of sites and blogs was slow and not practical for the users. Starting from this analysis and from the main SEDEX attributes (speed and capillarity) we had an insight.

We created SEDEX Spread It, an express share button that integrates the main users' social networks. To call the attention to the project, we made a partnership with one of the major portals of the country that included the button in its share bar. This influenced a lot of blogs and sites to do the same.

Documented Results
In only 3 months, SEDEX Spread It had over 250,000 registered users that shared more than 4.000.000 portal news and blog posts. So far, 20,000,000 people have been impacted on social networks. With these results the brand jumped from a non-existing presence on the internet to a recognizable one. SEDEX Spread It proved to be good for the whole public:
- For users, because it enhances the sharing experience;
- For sites and blogs, because it allows their contents to reach more people;
- For the brand because, it amplified points of contact with a constant media that refreshes the image of a 30 years old brand.

As the tool was being spread, the way of sharing content on the internet started to change and thus people's perception of the brand as well.