Jawbone Promo, Case study OBRIGADO, BRAZIL by Pereira & O'Dell San Francisco

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OBRIGADO, BRAZIL

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market United States
Agency Pereira & O'Dell San Francisco
Director Chuchie Hill
Creative Director Arício Fortes
Art Director Paulo Coelho Santos
Released December 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: JAWBONE
Product/Service: JAMBOX
Agency: PEREIRA & O'DELL
Chief Creative Officer: Pj Pereira (Pereira & O'dell)
Creative Director: Aricio Fortes (Pereira & O'dell)
Creative Director: Paulo Coelho (Pereira & O'dell)
Writer: Aricio Fortes (Pereira & O'dell)
Art Director: Paulo Coelho (Pereira & O'dell)
Director: Chuchie Hill (MRB Films)
Agency Producer: Jeff Ferro (Pereira & O'dell)
Agency Producer: Bill Spangler (Pereira & O'dell)
Account Director: Colin Spooner (Pereira & O'dell)
Account Executive: Henry Arlander (Pereira & O'dell)
Chief Executive Officer: Andrew O’dell (Pereira & O'dell)
Production In Brazil: Antonio Carlos Accioly (Margarida Films)
Media placement: Interactive PR Using Pitch Engine / PR Newswire - Tv Channels, Major Radios, Magazines, Newspapers, Top Portals, Youtube - 10 December 2011
Media placement: Event - - 16 December 2011

Summary of the Campaign
Our challenge was to launch JAMBOX, a portable speaker Bluetooth®enabled for music and conference calls in Brazil.

Our strategy was to move our coverage from the crowded electronics session to culture and music.

Our idea was to create a musical hit via a conference call, using the product. The composition process of the song became our music video and it showed Snoop Dogg and Marcelo D2 exchanging ideas and verses via the product from different continents: Snoop Dogg was in Los Angeles while Marcelo D2 was in Rio. The music video was posted on the internet.

We also did a PR effort to make the press talk about the unusual partnership and to promote the song/ music video, not like a marketing campaign but as musical content.

The fans bought the idea and soon the music video was playing on TV, like an actual artist’s music video. On the radio, the song was one of the most requested songs in some FM stations a week after the launch.

Our strategy of investing in content and PR instead of media paid off. We got more impressions than we could have afforded if we had used mass media and made our product appear on Brazilian TV a lot, which would not have been possible with our budget.

The unusual partnership between Snoop Dogg and Marcelo D2 via JAMBOX was one of the most relevant musical events in Brazil last year. 100+ radios and TVs played the song/music video as content.

The Situation
We had to launch an unknown brand of music speakers in Brazil with a limited budget that didn't permit a massive TV advertising campaign on TV.

The Goal
Create talkability, pressability and postability about the JAMBOX launch in Brazil.

The Strategy
Our strategy was to move our coverage from the crowded electronics sessions to culture and music.

So instead of investing in media we invested heavily in content and PR and created a celebrated partnership with hip hop star Snoop Dogg and Brazilian rapper Marcelo D2.

Our idea was to create musical hit via conference call, using the product. The composition process of the song became our music video and it showed Snoop Dogg and Marcelo D2 exchanging ideas and verses via the product from different continents: Snoop Dogg was in Los Angeles while Marcelo D2 was in Rio.

Execution
1) Music video's premiere on Youtube; launch party for influencers in Sao Paulo; project website launch

2) PR – Spread and seed the unusual partnership

3) Social media activation using Snoop Dogg and Marcelo D2’s Twitter and Facebook accounts

4) People interaction

5) Marcelo D2 plays song is his new concert.

6) Original song goes to radio and TV as content.

Documented Results
The song and music video were an instant hit on the radio and on TV - never as an advertisement, always as content.

100+ radios and TVs played the song/music video as content.

Most requested song of the week in Brazil's biggest online radio: RADIO SKOL.

One of the most played songs on radio over the summer.

More than 300 stories in the press, including the home page of Brazil's top portals and YouTube Brazil.

Twitter trending topics in Brazil for 2 consecutive days.

Other Brazilian stars buzzed about the partnership on Twitter, like Ivete Sangalo, Twitter's most followed Brazilian with 5.8m followers.

Marcelo D2 was invited to give interviews on the press about the partnership.

120, 000 downloads of the track.

34m impressions.

Retailers interested in new product shipments from JAMBOX, a brand that was totally unknown before Snoop and Marcelo D2 made it famous.