O Globo Promo, Case study MORE NOISE by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Newspapers
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Antonia Zobaran, Carlos Di Celio, Fernando Alan
Copywriter Daniel Oksenberg, Rafael Genu
Released September 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: NEWSPAPER
Date of First Appearance: Sep 20 2009 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL: http://www.oglobo.com.br/doisgritando
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Carlos di Celio (F/Nazca Saatchi & Saatchi)
Copywriter: Daniel Oksenberg (F/Nazca Saatchi & Saatchi)
Copywriter: Rafael Genu (F/Nazca Saatchi & Saatchi)
Art Director: Carlos di Celio (F/Nazca Saatchi & Saatchi)
Art Director: Antonia Zobaran (F/Nazca Saatchi & Saatchi)
Art Director: Fernando Alan (F/Nazca Saatchi & Saatchi)
Account Director: Julieta Monteiro (F/Nazca Saatchi & Saatchi)
Account Manager: Flavia Cerqueira (F/Nazca Saatchi & Saatchi)
Account Manager: Malu Miranda (F/Nazca Saatchi & Saatchi)
Media Director: Lilian June (F/Nazca Saatchi & Saatchi)
Media Manager: Marcelle Villar (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Media placement: TV Spot - Rede Globo - 20 September 2009
Media placement: Newspaper Ads (3) - O Globo - 20-27 September 2009
Media placement: Hot Site - Http://www.oglobo.com.br/doisgritando - 20 September 2009

Results and Effectiveness
This is a campaign that is not over yet. The forum is still online and every features subject performs a cycle that goes from the denouncements and opinions of the readers to the public debate with the responsible authorities, passing through the journalistic analysis of each proposed topic. Consequently, the relationship of trust and pride between O Globo ands its readers is strengthened. Quantitatively, thousands of photos, videos and articles are sent weekly to the editorial staff of the newspaper and the number of subscribers to the online and print versions has been surpassing the expectations.

Creative Execution
O Globo creates a campaign that summons its readers to take part in a movement to denounce, discuss and solve the problems of society. It is the first campaign of its kind ran by a big newspaper in Brazil. To maximise the impact and the possibilities of the campaign, O Globo opens channels of participatory journalism in all of its platforms, such as Eu-Repórter, readers’ blogs and an interactive map with the problems of the city of Rio de Janeiro. On the Internet, an online discussion forum is created, where readers suggest and debate subjects of common interest. All the pieces of the campaign are a call-to-action and the ads in the newspaper feature photos sent by the readers themselves, denouncing problems. In the end, the most debated subjects became topics of articles in the print edition and debates in the newspaper’s auditorium, with the responsible authorities.

Insights, Strategy & the Idea
O Globo, like all newspapers in the world, is going through a moment of change. It is necessary to reinvent the reader-newspaper relationship, without leaving behind all the history of being the reflection of the yearning of society, more than a mere news register. Through the number of comments from readers on its online news, O Globo perceives that society wants to say something, but doesn’t find the means. What the newspaper does is give voice to the readers through the new information technologies. All of this to reinforce the "Way beyond the paper in a newspaper" positioning.