D+ ENTRETENIMENTO Promo, Case study START WITH YOU by Fischer+Fala!, Todas As Outras Independente

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Industry Public awareness
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Flávio Ferri, Michele Chemu, Dimi Duarte
Agency Todas As Outras Independente
Released June 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: Jun 16 2010
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Entry URL: www.swu.com.br
Media Director: Vicente Varela (Fischer+Fala!)
Media Vice President: Adrian Ferguson (Fischer+Fala!)
Media Manager: Fernando Nogueira (Fischer+Fala!)
Account Vice President: Alex Isnenghi (Fischer+Fala!)
Account Director: Camila Kirmayr (Fischer+Fala!)
Market Promotion: Marcela Silveira (Fischer+Fala!)
Planner: Juliana Wallauer (Total on Demand)
Chief Executive Officer: Helder Castro (Total on Demand)
Artistic Director: Theo Vander Loo (The Groove Concept)
Artistic Prodution: Mac Milkon Chriesler (The Groove Concept)
Resource Planner: Luciana Peluso (Fischer+Fala!)
Resource Planner: Liliane Cavalcante (Fischer+Fala!)
Chief Executive Officer: Antonio Fadiga (Fischer+Fala!)
Chief Creative Officer: Allan Barros (Fischer+Fala!)
Creative Vice President: Pedro Capeletti (Fischer+Fala!)
Creative: Michele Chemu (Fischer+Fala!)
Creative: Flavio Ferri (Fischer+Fala!)
Creative: Dimi Duarte (Fischer+Fala!)
Account: Renata Soares (Fischer+Fala!)
: Vicente Varela (Todas as outras INDEPENDENTE)
Media placement: Television - TV Globo, Record, SBT, MTV E TV Bandeirantes - 16 June, 2010
Media placement: Magazine - Veja, Exame, Playboy, Vip, Mens Health, Contigo, Rolling Stones, Super Interessa - 27June, 2010
Media placement: Newspaper - Folha De SP, O Estado De SP, O Globo - 16 June, 2010
Media placement: Radio - Jovem Pan, Kiss, Metropolitana, Mix Fm, Mit Fm, Alpha E Eldorado - 20 June,2010
Media placement: OOH - Indoor Media (Restaurants, Elevators) And Big Frontlights On The Rods - 01 July, 2010
Media placement: Blogs - Updateordie, Oba Oba, Verdinho Básico, Top Blogs - 01 August, 2010
Media placement: Internet - Uol, Virgula, Estadão.com, Limão, - 01 August, 2010
Media placement: Socianetworking - Orkut, Twitter, Facebook, Youtube, Vimeo - 16 June, 2010
Media placement: Mobile - App SWU In Apple Store - 01 September, 2010

Insights, Strategy & the Idea
In 1969, thousands of young Americans made themselves heard through one of the greatest movement ever attempted, which celebrated peace and love and demanded the end of Vietnam War – the greatest problem in the world at that time.
41 years later, an even bigger problem demanded a movement that awakens in youth awareness and attitude to help solve one of the biggest problems today: Global Warming.

To inspire these people and point out a way, SWU was created. With the proposal to raise consciousness, touch, and engagement people into a low response subject.
Inspired in "The Green Book", we wanted to show that it is possible to do something through small actions, which, multiplied by thousands of people, it would bring significant improvement to society.
We needed something with a great power to mobilization interconnecting all these young people towards a cause. And there’s nothing better than music.

Creative Execution
Changing habits requires frequency and greater number of possible impacts.

We transformed "The Green Book" in a bold campaign, with innovative language on platforms of high support of young public.
In order to become reality, it was necessary to engage various sectors: individuals, corporations, governments, NGOs and more than 53 media vehicles.
Social networking, digital media, radio, magazines and television have built in just 122 days one of the biggest integrated communication platforms within young Brazilian.

This massive communication campaign, with irreverence and simplicity, generated reflections on sustainability, attracting attention of the young to a quite important topic.

The engagement of thousands of young people led us to build more than 233,000 sq. meters area into one of the biggest festivals in Brazil, capable of receiving thousands of people to discuss the issue on Global Sustainability Symposium and entertain themselves with over 74 attractions in 3 days of party.

Results and Effectiveness
We created one of the largest integrated media platforms, reverberating entertainment and information about sustainability.
More than 4799 articles through spontaneous media;
Over 9 hours of TV broadcasting, reaching 4,802,968 viewers;
The website reached 4 million unique users;
30 times trending topic on Twitter;
59,000 tweets during the festival;
150,000 fans and the third most mentioned name on Facebook Brazil.
On Sustainability Forum:
3,900 young people discussing ideas;
58 speakers;
546,492 hits to the Forum using streaming.

Business result? 164,000 people, four huge stages and over 50 hours of music interacting with partner brands in the project.