LINKING AMAZON COMMUNITIES WITH THE WORLD by Agencia Ideal for Google

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LINKING AMAZON COMMUNITIES WITH THE WORLD

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Industry Website, Portals
Media Promo & PR, Case study
Market Brazil
Agency Agencia Ideal
Director Eduardo Ferraz Caroline Gomes
Designer Cleiton Barcellos
Released August 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: GOOGLE
Product/Service: GOOGLE STREET VIEW
Agency: AGENCIA IDEAL
Account Executive: Fabio Sabba (Agência Ideal)
Account Executive: Marcello Hardt (Agência Ideal)
Account Director: Adriana Lutfi (Agência Ideal)
Partner/Founder: Eduardo Vieira (Agência Ideal)
Partner/Founder: Ricardo Cesar (Agência Ideal)
General Manager: Gabriel Ribenboim (Fundação Amazonia Sustentável)
Marketing Manager: Andre Ballesteros (Fundação Amazonia Sustentável)
Biologist/Project Analyst: Victor Salviati (Fundação Amazonia Sustentável)
Director of Creation: Mauricio Fogaça (Agência Ideal)
Director of Planning: Ana Carolina Fullen (Agência Ideal)
Designer: Cleiton Barcellos (Agência Ideal)
Director: Eduardo Ferraz (Samambaia Filmes)
Motion Designer: Veronica Dantas (Samambaia Filmes)
Research: Veronica Dantas (Samambaia Filmes)
Narrator: Phil Miler
Media placement: Corporate Communication - - 15-17 August, 2011

Summary of the Campaign
Google wanted to bring its Street View technology to the Amazon Rainforest to share its beauty online. It needed to be done while respecting Brazil's sovereignty and local communities, and without laying more international pressure on the country’s policies regarding the forest.

A Public Relations effort was created to engage local communities in the project so that representatives of the riverside population would be take part in the process of capturing imagery.

To make sure this positive initiative was properly perceived, Google executed an unprecedented media approach: the first press expedition to the jungle followed Google partnering a local NGO, guaranteeing that communities and internet users would benefit from Google Street View Amazonia. 4 major outlets were invited to spend 2 days in the jungle learning more about the project and interviewing the local population. After that, press releases and blog posts crossed the wire and reached media globally.

The coverage was 100% positive and aligned with Google’s key messages. With investment of US$16,000 in expedition travel costs, this resulted in over 206m people being reached and a return of US$8bn.

The Situation
Brazil has often come under international pressure over its Amazon Rainforest policies. Its sovereignty is considered a question of national pride.

Meanwhile, the American company Google wanted to bring its Street View technology to the Amazon, to promote an immersive online experience for its users and to showcase the beauty of the Brazilian rainforest. A goal aligned with its mission: to organize the world’s information and make it universally accessible and useful.

The Goal
The PR challenge was to create a campaign to guarantee that when bringing Street View to the Amazon, Google would not be seen as a foreign intruder benefiting from Brazilian natural resources.

Along with Google Earth and Maps teams, the PR team mapped the communities and promoted a series of meetings to make sure the population understood the program and its benefits and was confortable with it.

Also, the PR team decided to invite media to proactively learn about the challenges of enduring a project with Street View in the jungle and the impact of the program.

The Strategy
An unprecedented media-approach was put in place. To tell the world about the project, Google organized the first press expedition to the jungle to follow its initiative onsite. The company partnered with local NGO, Fundação Amazonia Sustentável, to earn the trust of the riverside communities and train them to use Street View equipment. This would allow them to share their story with the world through Google Maps.

The mission also guaranteed that all positive messaging and impact for local communities was seen and that communities and internet users could be sure about the benefits of Google Street View Amazonia.

Execution
To introduce the project to the media, Google invited 4 major outlets – national and international – to spend 2 days among the people of the river Negro.

During 2 days, journalists were encouraged to interact and interview members of the communities to understand how they felt about the impact of Google Street View. They also could learn more about the cameras and the challenge of capturing images on the river and inside the jungle.

The journalists witnessed the pride felt by the communities in finally being on the map. They could also see how the Street View team and local people recorded the images of this amazing place together, including their schools, cultural center, and their lives.

Documented Results
At the end, Google guaranteed the delivery of its message with 100% positive coverage. Overall, the initiative was perceived as a way to bridge the distance between communities inside the Amazon forest and the rest of the world.

The local population believes great changes will come when the images become available in 2012. They expect more tourists and are making plans for that by investing in a hostel infrastructure and handcrafts.

With investment of US$16,000 in expedition travel costs, this resulted in over 206m people being reached and a return of US$8bn.