Grupo RBS Promo, Case study PLANETA ATLANTIDA 2012 by 3YZ Digital Perfomance

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PLANETA ATLANTIDA 2012

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency 3YZ Digital Perfomance
Creative Director Cristiano Baldi, Nicolas Motta
Art Director Marcelo Armesto, Carolina Sebben
Copywriter Felipe Líbano
Released October 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: GRUPO RBS
Product/Service: BRAZILIAN MUSIC FESTIVAL
Agency: 3YZ
Creative Director: Nicolas Motta (3YZ)
Creative Director: Cristiano Baldi (3YZ)
Art Director: Carolina Sebben (3YZ)
Art Director: Marcelo Armesto (3YZ)
Copywriter: Felipe Líbano (3YZ)
Digital Planner: Marcel Maineri (3YZ)
Digital Pr: Carolina Petry Matzenbacher (3YZ)
Media Manager: Martha Lamas (3YZ)
Media: Diandra Chaise (3YZ)
Media: Alexandre Harth Adami (3YZ)
Account Manager: Juliana Bier Moreira (3YZ)
Production: Mell Helade (3YZ)
Web Analytics Manager: Antônio Neto (3YZ)
TI Manager: Rodrigo Roglio (3YZ)
Developer: Joel Souza (3YZ)
Developer: Edivan Melo (3YZ)
Film Director: Cristiano Trein (SQMA)
Media placement: TV Campaign - 6 Spots - TV Globo (RBS TV) - 10 October 2011
Media placement: Radio - 10 Spots - 10 October 2011 - 10 October 2011
Media placement: Internet - ClicRBS - 10 October 2011
Media placement: Billboard - RSBC ATIVA - 10 October 2011
Media placement: Social Networks - Facebook - 10 October 2011
Media placement: Newspaper - Zero Hora, Pioneiro, Diario Catarinense - 10 October 2011

Summary of the Campaign
With 17 years, Planeta Atlântida is the largest Southern Brazil music festival. As time has gone on, the festival has stopped being a hot topic. Even worse, audiences were shrinking every year. Our objective was to make the 2012 edition of Planeta Atlântida a hot topic again, turning around the loss of audience. To solve the problem, we used the most valuable content of a festival: its lineup. All performers were distributed over a story that began on TV and only proceeded with the active participation of the audience. Tasks on the internet and the real world enabled episodes for the TV and the web which released new attractions of the festival. The results of the campaign shows intense participation of the audience with thousands of tweets,likes and visitors (views) to our web initiatives. The main result: 85% revenue increase and a record audience (in the event) of more than 150,000 people, the largest Planeta Atlântida in history.

The Situation
Planeta Atlântida is the largest Southern Brazil music festival. But for 13-, 14- and 15-year-olds it’s more than just a festival: it’s a rite of passage. Every year, new teenagers anxiously await Planeta Atlântida,the first big party of their lives. But as time has gone on, young people have changed a lot. But Planeta Atlântida’s media hadn‘t changed with them. The festival stopped being a hot topic. Even worse, audiences were shrinking every year.

The Goal
Our objective was to make the 2012 edition of Planeta Atlântida a hot topic again, turning around the loss of audience and reversing the festival's former image. A simple campaign would not do that. The target participation was necessary to give legitimacy to the communication of the festival. Our campaign had to be similar to the entertainment (series, games, movies and books) consumed by today's youth.

The Strategy
We used the 2012 end of the world theme to tell a story, through many different media, where only two young boys survived the apocalypse. On this scenario, we created the festival's lineup revelation mechanism, with intense audience participation.

Execution
We decided to break history into many different media's, so that the public could consume different parts of the story in different channels. In an episode for TV, we introduced the story of Dudu and Marcelo, survivors of the apocalypse. In the third episode, they find a mysterious device that can use to make calls to the past. Accessing the website, audiences were able to heed the call from the future where Dudu and Marcelo begin telling people currently living in 2011 what the attractions of the Planeta Atlântida 2012 were. But the device was only able to provide a few seconds of transmission. To recharge it, the boys needed energy from the past, sent by the audience through several online and offline challenges, during 2 months. Every time the objective was reached, the apparatus was charged up again and a new broadcast would begin, unveiling the entire festival lineup.

Documented Results
Numbers show that the festival was a hot topic again: We had over 150,000 tweets bearing the festival hashtag and nearly 80,000 new Facebook fans, with 600,000 fan page views. Over 1.5m to the festival website, besides episodes created by the audience itself. But more important than that, were the results in terms of revenue and attendance: 85% revenue increase and a record audience of more than 150,000 people, the largest Planeta Atlântida in history.