Sony Entertainment Television Promo, Case study THE KEY TO THE ENIGMA by Publicis Rio De Janeiro

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Publicis Rio De Janeiro
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Sidney Araujo
Copywriter Marcelo Jun Sato
Photographer Pedro Dimitrow
Illustrator Alexandre Calvin, Marclo Moura E Daniel Leão Guerriero
Released January 2010

Credits & Description

Category: Publications & Media
Product/Service: LOST TV SERIES
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Marcelo Sato (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Account Executive: Elaine Elias (Publicis Brasil)
Account Executive: Paula Malvezzi (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Photographer: Pedro Dimitrow
Illustrator: Daniel Leão
Illustrator: Alexandre Calvin
Media placement: Magazine AD - Caras Magazine - 27 January 2010
Media placement: Magazine AD - Superinteressante Magazine - 01 February 2010
Media placement: Magazine AD - Vogue RG Magazine - 01 February 2010
Media placement: Magazine AD - Lonely Planet Magazine - 01 February 2010
Media placement: Magazine AD - Maxim Magazine - 01 March 2010
Media placement: Newspaper AD - Folha De São Paulo Newspaper - 29 January 2010
Media placement: Newspaper AD - O Estado De São Paulo Newspaper - 29 January 2010
Media placement: Airport Monitors - Cumbica International Airport In São Paulo - 15 February 2010
Media placement: Subway Stations Billboards - Sao Paulo And Rio De Janeiro Subway Lines - 23 January 2010
Media placement: Art Gallery - Romero Britto Art Gallery - 20 January 2010

Results and Effectiveness
The image immediately became a must-have for fans. Merely 3 hours after going on air, it was in over 50 sites and 280 blogs related to the series. The graphic quality of the image was so overwhelming that it was exposed in one of the most important art galleries in Brazil – Romero Britto. The image gained worldwide acclaim, being considered by the series’ producers Carlton Cuse and Damon Lindeloff as “the best campaign ever to be created for Lost, anywhere in the world.” The unusual media strategy stood out in the medium. The main audience for the season was 65% larger than the previous season.

Creative Execution
The solution was to create a new image containing all of Lost’s enigmas, using a media strategy that made this quest interactive. The image containing the enigmas was split into various pieces, which reached the public as parts of a jigsaw, in the format of ads in magazines and newspapers, subway billboards and media cards. Each part of the image began being disputed ferociously by thousands of people all around the country and the world, appearing in blogs, sites and even the channel’s Twitter, which started giving out clues as to where people might find the missing pieces of the puzzle. To boost memories from the series’ mysteries, trailers were aired at movie theatres, TV and in panels at the airports.

Insights, Strategy & the Idea
The objective was to communicate the last season of Lost and bring back those who had stopped watching the series. The target was mainly formed by people who knew and liked the series, but had to be stimulated into watching its conclusion. The detected motive for audience loss was the ever-growing number of enigmas without answers. Based on this, we concluded that the best way to call the audience back was to remind it of the enigmas and then promise to reveal the answers. This pool of Lost enigmas was called 'The key to the enigma'.