FAST PARTY JUKEBOX by WMcCann Sao Paulo for Nestle

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FAST PARTY JUKEBOX

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Brazil
Agency WMcCann Sao Paulo
Creative Director Milton Mastrocessario Cebola, Fabio Matiazzi Wunderman
Art Director Fabiano De Queiroz “Tatu”
Copywriter Ana Dolabela
Designer Adriano Ambrosio
Illustrator Mulheres Barbadas
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NESTLÉ
Product/Service: DAIRY DRINKS
Agency: McCANN ERICKSON BRASIL
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: McCANN ERICKSON BRASIL, São Paulo, BRAZIL
Entry URL: http://www.hadouken.jp/fast/cannes/fastflashmobparty
Chief Creative Officer: Alexandre Okada (McCann Erickson)
Creative Director: Milton Mastrocessario (McCann Erickson)
Creative Director: Fabio Matiazzi (McCann Erickson)
Copywriter: Ana Dolabela (McCann Erickson)
Art Director: Fabiano de Queiroz 'Tatu' (McCann Erickson)
Designer: Adriano Ambrosio (McCann Erickson)
Illustrator: Mulheres Barbadas (Mulheres Barbadas)
Motion Design: Tulio Inoue
Motion Design: Andre Nage
Art Buyer: Ricardo Andrade (McCann Erickson)
Media placement: Social Network - App Facebook Fast Party Jukebox - 01/03/2010

Results and Effectiveness
These online parties also worked as a viral action. Theme parties made a racket in many communities, in the largest Brazilian Social Networks: 'The 80s', 'French Kissing' and 'I love Heavy Metal'. In the first month alone we distributed 500 thousand songs for download and rocked thousands of young people in the FAST rhythm. In 3 months we achieved a selling goal stipulated for 6 months.

Creative Execution
We started to organise Flash Mob Parties in Social Networks. The parties were created by a Social Game called FAST PARTY JUKEBOX. To organise your party you would create a Lineup and send it to a group of friends. The songs would play for 20 seconds and your friends had to guess the name of the songs and bands. Whoever had the highest score could download the party music for free.

Insights, Strategy & the Idea
FAST is a new brand. And it was born with a young and musical spirit: FAST. Get in Motion. But this new brand was created with 3 traditional Nestlé products. More than advertise, we needed to make some real noise to overcome the stir that had already been caused for a while by these 3 older brands in the market.