Jwt Promo, Case study TWEETMAS by Giusti, J. Walter Thompson Sao Paulo

Adsarchive » Promo , Case study » Jwt » TWEETMAS

TWEETMAS

Pin to Collection
Add a note
Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Agency J. Walter Thompson Sao Paulo
Creative Director Ricardo John, Andre Pallu, Enoch Lam, Roberto Fernandez David, Roberto Rezende
Art Director Felipe Cretella, Christian Faria, Lucilia Borges, Mario D’Andrea | Roberto Fernandez | Angela Bassichetti
Copywriter Marlon Zanatti, Fernando Duarte Silva
Photographer Regis Fernandez
Account Supervisor Yves Rodrigues, Carla Magro | Adriana Assumpção, Carla Magro | Priscila Arakelian
Released December 2011

Credits & Description

Category: Corporate Communication
Advertiser: JWT
Product/Service: JWT
Agency: JWT BRAZIL
Agency: GIUSTI COMUNICAÇÃO
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Enoch Lam/Roberto Fernandez/Ricardo John (JWT)
Copywriter: Marlon Zanatti (JWT)
Copywriter: Fernando Duarte (JWT)
Art Director: Christian Faria (JWT)
Art Director: Angela Bassichetti (JWT)
Art Director: Felipe Cretella (JWT)
Art Director: Lucilia Borges (JWT)
Art Director/Technology: Francisco Andrade (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Rodrigo Alberini (JWT)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli/Luciana Rodrigues (JWT)
Account Supervisor: Carla Magro/Yves Rodrigues/Adriana Assumpção (JWT)
Video Edition: Felipe Madureira (JWT)
Technology: Israel Del Barco/Powerlight / Agência Casa / Francisco Andrade
Planner: Fernand Alphen (JWT)
Graphic Producer: Flavio Schaefer/Flavio Colella/Maira Chinaglia (JWT)
Media placement: Ambient - JWT Cyber - 6 December 2011

Summary of the Campaign
Merry JWTweetmas: a different Christmas card that wishes a Merry Christmas to clients, employees and the neighbourhood. Over 80,000 lights were installed on the branch's façade, 191 independent channels to control the synchronisation of the lights, in addition to 3 'singing faces' that interact and sing a diverse playlist with Christmas songs. The playlist is not random: It was determined by tweets votes of who was watching the show.

The Situation
Each year we send to our clients a Merry Christmas card. We know that clients receive a lot of Christmas Cards every year. So, this year, we want to do a new thing and have a different approach to engage not only our clients.

The Goal
Impact our clients, employees and neighbourhood with a different Christmas card that they could interact to have a personal experience, remember all year long year and use to spread the message of a Merry Christmas and a Happy New Year.

The Strategy
Produce a live event with a Christmas songs light show to wish a Merry Christmas to clients and employees. The audience could participate live and decides via Twitter which music will be the next to be played.

Execution
In 18 days of shows over 80,000 lights were installed on the branch's façade, 191 independent channels to control the synchronization of the lights, in addition to 3 'singing faces' that interact and sing a diverse playlist with Christmas songs. The playlist is not random: It was determined by tweets votes of who was watching the show.

Documented Results
- More than 2.000 people interacted with the show listening, watching and participating via mobile.
- 18 days, 2-hour-shows and the audience increases day by day.
- 1 blocked street in front of JWT São Paulo at showtime.
- Residential apartments turned into VIP places to watch the show.
- 1 neighbourhood full of joy and Christmas feelings.