Graacc Promo, Case study CHILDREN WITH CANCER by OgilvyOne Sao Paolo

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Industry Against Cancer
Media Promo & PR, Case study
Market Brazil
Agency OgilvyOne Sao Paolo
Executive Creative Director Michel Lent
Creative Director Reinaldo César Júnior, Mario D’Andrea | Roberto Fernandez | Angela Bassichetti
Art Director Fernando Passos, Octavio Longatti
Copywriter Nathalie Lourenço, Flavio Tamashiro
Illustrator Eduardo Tachima
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GRAACC
Date of First Appearance: Apr 28 2010 12:00AM
Entrant Company: OGILVYONE BRASIL, Sao Paulo , BRAZIL
Entry URL:
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Michel Lent (Ogilvy Brasil)
Creative Director: Angela Bassichetti (Ogilvy Brasil)
Creative Director: Reinaldo Cesar (Ogilvy Brasil)
Copywriter: Nathalie Lourenço (Ogilvy Brasil)
Copywriter: Flávio Tamashiro (Ogilvy Brasil)
Art Director: Fernando Passos (Ogilvy Brasil)
Art Director: Octavio Longatti (Ogilvy Brasil)
Illustrator: Eduardo Tachima (Ogilvy Brasil)
Account: Ana Mahfuz (Ogilvy Brasil)
Motion Designer Supervisor: Rubens Angelo (Ogilvy Brasil)
Motion Designer: Thiago Bancaro (Ogilvy Brasil)
Project Manager: Carolina Coelho (Ogilvy Brasil)
Media: Daniela Machado (Ogilvy Brasil)
IT Development Supervisor: Juscelino Vieira (Ogilvy Brasil)
Media placement: Web Campaign - Video Websites - 28 April 2010

Results and Effectiveness
GRAACC’s loading impacted 6 million users in the first week of the campaign. And GRAACC’s 10K Run got an increase on the number of registered runners to raise donations and help fight childhood cancer. All thanks to the slow Brazilian Internet access.

Creative Execution
To surprise people and get more registered runners, GRAACC used buffer loading animations at video websites like Videos often take time to load up and traditional boring loading were viewed for thousands of people many times all day long. During the campaign period, everytime the user waited to watch a video at Guia da Semana website, he was impacted by GRAACC’s loading instead of the traditional boring loading.

Insights, Strategy & the Idea
GRAACC is a hospital that offers free treatment to children and adolescents with cancer. And in order to continue its work, GRAACC promotes events like its 10K Run to raise donations to fight childhood cancer. To advertise the 10K Run, GRAACC decided to use a buffer loading animation at video websites content. Why? Because in Brazil only 5% of people have real broadband Internet access. Videos often take time to load up. When the user waits to watch a video, he sees a buffer loading. The GRAACC piece helped to increase the presence of the brand among the public in digital media.