Graacc Promo, Case study SYMPATHETIC PIXEL by BOO-BOX, OgilvyOne Sao Paolo

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR, Case study
Market Brazil
Agency BOO-BOX
Agency OgilvyOne Sao Paolo
Executive Creative Director Michel Lent
Creative Director Mario D’Andrea | Roberto Fernandez | Angela Bassichetti
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GRAACC
Agency: BOO-BOX
Date of First Appearance: Apr 30 2009 12:00AM
Entrant Company: BOO-BOX, São Paulo , BRAZIL
Entry URL:
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Michel Lent (Ogilvy Brasil)
Creative Director: Angela Bassichetti (Ogilvy Brasil)
Copywriter/Art Director: Davi Bertoncello (Ogilvy Brasil)
Copywriter/Art Director: Eduardo Marques (Ogilvy Brasil)
Copywriter/Art Director: Douglas Kozonoe (Ogilvy Brasil)
Copywriter/Art Director: Marcelo Bruzzesi (Ogilvy Brasil)
Editing & Motion Design: Rubens Angelo (Ogilvy Brasil)
Editiing & Motion Design: Giuliano Saade (Ogilvy Brasil)
Mobile Production Company: Okto Spring (Okto Spring)
Marketing Manager: Pedro De Conti (Boo-Box)
Chief Information Officer: Marco Gomes (Boo-Box)
Chief Executive Officer: Marcos Tanaka (Boo-Box)
Media placement: Social Media - Blog, Facebook, Orkut, Messenger, Mobile - 30 April 2009

Results and Effectiveness
In just three hours after the campaign launch, Sympathetic Pixel was the most tweeted subject on the Brazilian web. More than four thousand bloggers donated space, generating 5,212,075 free views. Approximately one thousand users “donated” Twitter messages about the campaign, impacting 119,525 Twitter users. In the first month, the number of donations to the institution raised 61%. Everything with a very low cost: ZERO. The media and the advertising agencies donated their services. Thousands of people donated hope.

Creative Execution
People don't want to get out of their chair to donate something. They have the wish to do it, but it's hard to move. With this campaign, everyone could donate whatever they wanted without needing to get out of home. Besides the “pixels” they could donate, they also could send a SMS message that charged them $2, a small value that made lots of people donate.

Insights, Strategy & the Idea
Sympathetic Pixel is an 100% digital case, using only social media and mobile phone. People could donate a space on their blogs, a post, a nickname on MSN Messenger, a tweet, or yet donate a $2 SMS.