COME BACK FERRORAMA by DDB Sao Paulo for Estrela Toys

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COME BACK FERRORAMA

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Industry Toys
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Copywriter Moacyr Netto
Account Supervisor Ricardo Zanella
Released June 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: ESTRELA TOYS
Product/Service: TOY TRAIN
Agency: DDB BRASIL
Date of First Appearance: Jun 1 2010
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://74.53.90.197/ferrorama/
Media Vice President: Monica de Carvalho (DDB)
General Media Director: Patricia Muratori (DDB)
Media Director: Fabricio Andrade (DDB)
Creative Directors: Sergio Valente/Moacyr Netto/Daniel Bottas/Joao Mosterio/Andre Pedroso/Cassiano S (DDB)
Art Directors: Daniel Bottas/Leo Ehrlich/Marcelo Bruzzesi (DDB)
Copywriter: Moacyr Netto (DDB)
Social Media Strategies: Bruno Tozzini/Fabio Seixas/Steve Pereira/Ariane Garcia (DDB)
Project Managers: Fabio Seixas/Marianna Sanches (DDB)
Producers: Marcus Macarroni/Marianna Sanches/Fabio Seixas (DDB)
Producers: Emni Ali Fakih/Diego Lauton/Leo Freitas/Abruzzo Revolux/Sergio Filho (DDB)
Owner of Community on Orkut: Marco Markora
Advertiser's Supervisor: Carlos Tilkian/Aires Fernandes (Estrela Toys)
Account Supervisor: Ricardo Zanella (DDB)
Media placement: . - . - 1/6/2010

Insights, Strategy & the Idea
FERRORAMA is an electrical toy train manufactured by ESTRELA, the most famous toy brand in Brazil.
Thousands of fans of the toy that had been discontinued in the 80s were found in a community in Orkut, Brazil’s largest social network.
This was the information that was missing for ESTRELA’s President to decide to publicly challenge the fans to prove their faith and desire to re-launch the product.
The community’s owner and eight more people would have to travel The Way of St. James with the train, replacing the tracks as the train went forward until it reached the entrance of the cathedral without stopping.
This challenge created a unique strategy that promoted an emotional connection between consumers and the brand. And this was possible via an integrated and focused project.
The public could follow the best of the journey in real time online.

Creative Execution
The audience is not longer passive and we awakened its collaborative spirit in the action, making use of tools that allowed fans to participate in the journey that begun with the gathering of 120 metres of tracks for the train to travel St James Way.
A site was created to function as headquarter for the action, broadcasting the journey and giving news via videos, photos, and posts.
The content grew as the journey of faith was shared in the brand’s proprietary channels on Twitter, Orkut, and Facebook. And more and more support messages were sent from all over the country.
A professional blogger was hired to read and stimulate the team throughout the action, giving hope to all involved in the FERRORAMA’s Journey.
And after five days they made it… And ESTRELA’s president honoured his promise…

Results and Effectiveness
The best part of the planning was its capacity to use the tools in favour of the communication’s objective, contributing to the reverberation and promotion of the project.
There were more than 600 thousand views in the site. The action became news in more than 90 blogs around the world. The action made 03 times Top Trend Topics in Brazil. It was discussed in business publications and radio and TV programs, reaching more than 5 million people.
But the best were the 1,230 pre-reservations to buy the toy in the brand’s site. It sold out in only one month.