O Estadao De Sao Paulo Promo, Case study MEDIA HEROES by Y&R Sao Paulo

MEDIA HEROES

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Sergio Fonseca, Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Daniel Velehov, Guilherme Rácz
Copywriter Lucas Casão
Account Supervisor Alessandro Cardoni, Camilla Braga
Illustrator João Paulo Garcia
Released October 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: O ESTADO DE SAO PAULO
Product/Service: ESTADAO'S MEDIA AWARDS
Agency: Y&R SÃO PAULO
Chief Creative Officer: Rui Branquinho (Y/R Sao Paulo)
Creative Director: Rui Branquinho/Flávio Casarotti/Sergio Fonseca (Y/R Sao Paulo)
Copywriter: Lucas Casao (Y/R Sao Paulo)
Art Director: Guilherme Racz/Daniel Velehov (Y/R Sao Paulo)
Illustrator: Paulo Garcia (Y/R Sao Paulo)
Art-Buyer: Monica Beretta/Stephanie Wang (Y/R Sao Paulo)
Print Producer: Elaine Carvalho/Rodrigo Cassino (Y/R Sao Paulo)
Account Supervisor: Alessandro Cardoni/Camilla Braga (Y/R Sao Paulo)
Media: Gabriela Ben David/Rafael Leal/Raquel Mattoso (Y/R Sao Paulo)
Planner: David Laloum/João Gabriel/Cesar Ortiz/Fernando Takey (Y/R Sao Paulo)
Advertiser: Renata Ucha (O Estado De Sao Paulo)
Media placement: Corporate Communication - Newspapers - 24 October, 2011

Summary of the Campaign
Among many awards in the Advertising market we had to draw attention to one more. And specifically to an award for Media: The “Prêmio de Mídia Estadão”.

Once the “Premio de Mídia Estadão” is known by every Media of the country, our target was the media professionals from the big agencies, especially the young ones who wants to be big in this business.
We thought: as the action figures are desired by kids and collectors, so the best media professionals are desired by the market.
With that in mind, we transformed the biggest media professionals of the country and the winners from previous editions of the award into toy heroes.

First we showed the previous media winner from the award as action figures, than we transformed the nominees to the 2011 award and invited all the others medias to vote for the best media from 2011 at the website. After that, we had the three nominees and we developed a real action figure of them and presented them with it. That impressed everyone because we made every child dream come true, wetransformed them into heroes.
A buzz started on the award and we had and increase on the entries; from 104 medias in 2010 we jumped to 137 medias in 2011. People still talk about theHeroes of Media.

The Situation
Among so many awards in the Advertising market we had to draw attention to one more. And specifically to an award for Media: The “Prêmio de Mídia Estadão”.

Once the “Premio de Mídia Estadão” is known by every Media of the country, our target was the media professionals from the big agencies. But how to draw their attention to the award?
We transformed the biggest media professionals of the country and the winners from previous editions of the award into toy heroes.
A buzz started on the award and we had and increase on the entries.

The Goal
We had to draw attention to a Media Award: “Prêmio de Mídia Estadão”. And increase the number of entries because since 2010 the award had been losing prestige.
Our target was the media professionals from the big agencies, especially the young ones who wants to be big in this business.

The Strategy
We thought: as the action figures are desired by kids and collectors, so the best media professionals are desired by the market.
With that in mind, we transformed the biggest media professionals of the country and the winners from previous editions of the award into toy heroes.
We created the Heroes of Media.
First we showed the previous media winner from the award as action figures, than we transformed the nominees to the 2011 award and invited all the others medias to vote for the best media from 2011 at the website. After that, we had the three nominees and we developed a real action figure of them and presented them with it. That impressed everyone because we made every child dream come true, wetransformed them into heroes.

Execution
First we showed the previous media winner from the award as an action figure, then we transformed the nominees to the 2011 award into action figures too and invited all the others medias to vote for the best media from 2011 at the website. After that, we had the three nominees and we developed a real action figure of them and presented them with it. That impressed everyone because we made every child's dream come true, we transformed them into heroes.
The campaign ran for 3 months previous the award and the real action figures were given as a prize when the grand winner was announced.

Documented Results
A buzz started on the award and we had and increase on the entries; from 104 medias in 2010 we jumped to 137 medias in 2011. People still talk about theHeroes of Media.
Friends and colleagues of the medias transformed into action figures talked about, they all wanted action figures of themselves. That generated a buzz on the awardusually common at the creative department and which for sure increases the entries for 2012.