CONTENT by WMcCann Brazil for Globo.com

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CONTENT

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Industry Internet Service Providers
Media Promo & PR, Case study
Market Brazil
Agency WMcCann Brazil
Creative Director Sergio Franco, Guime Davidson
Art Director Léo Saito
Producer Manoela Estellita
Released December 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: GLOBO.COM
Product/Service: INTERNET SERVICE PROVIDER
Agency: WMcCANN
Date of First Appearance: Dec 3 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto (WMcCann)
Creative Director: Guime Davidson (WMcCann)
Creative Director: Sergio Franco (WMcCann)
Art Director: Leo Saito (WMcCann)
Copy writer: Tiago Moralles (WMcCann)
Production Director: Paula Moraes (WMcCann)
Producer: Manoela Estellita (WMcCann)
Media placement: Internet - Clube Online - 03/12/2010

Insights, Strategy & the Idea
We used the "content is everything"in every communication piece. But was was really innovative was the situation piece: a series of 14 commercials with human relations exploring the lack of content. We used all electronic channels, the web, tv, cable and cinema.

Creative Execution
The content provider ended the period of 2010 as leader in all categories. Its branded web channels became leaders as well. Users changed their homes to globo.com and payed the symbolic amount of 0,99 cents to subscribe the best e most relevant content in brazilian internet.
In a restricted area (subscribers channel only) the average video views, was 200 million/month. It's Brazil's second biggest video audience, just behind YouTube, of course.

Results and Effectiveness
The objective was to gain audience, and become leader in all categories as news, entertainment, sports and content goes. The target audience was especially the young, between 16 to 21 all classes, all sexes. They would consider globo.com as their main content provider but were unwilling or not motivated to change the browser's default home address. The idea was to change the target we've been addressing. From young adults 21-25, to the youth 16-21. To do so we had to change the language, the concept, the relevance.