BOVAP for Souza Barros Stock Brokerage Firm

BOVAP

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Released July 2010

Credits & Description

Category: Best Use of Digital PR
Advertiser: SOUZA BARROS STOCK BROKERAGE FIRM
Product/Service: ONLINE STOCK TRADING TOOL
Chief Executive Officer: Lucas Mello (LiveAd)
Executive Creative Directors: Mauro Silva / Keke Toledo Piza (LiveAd)
Creative Planners: Amnah Asad / Will Prestes / Tatiana Tsukamoto (LiveAd)
Copywriters: Julia Duarte / Lucas Bergallo / Vinícius Facco (LiveAd)
Content Coordinator: Beatriz Sano (LiveAd)
Social Media Coordinator: Ariel Gajardo (LiveAd)
Press Coordinator: Mariana Sampaio (LiveAd)
Associate Creative Director: Pedro Perurena (LiveAd)
Web Designer: Rodrigo Rocha (LiveAd)
Art Directors: Felipe "Pinho" Fornari / Ana Tokutake (LiveAd)
Assistant Art Director: Alexandre Kiss (LiveAd)
Web Producer: Igor Roder (LiveAd)
Executive Producer: Aline Rizzotto (LiveAd)
Production Coordinators: Bianca Loretto / Lucas Costa (LiveAd)
Platform Manager: Martina Valle (LiveAd)
Website Administrator: Ricardo Pereira (LiveAd)
Account Director: Fernando Gomes Junior (LiveAd)
Account Executives: Patrícia Barão / Luciana Martins (LiveAd)
Account Manager: Mariana Gutheil / Aline Rossin (LiveAd)
Planner: Fernando Spuri (LiveAd)
Account Director: Sandro Manfredini (LiveAd)
New Business Executive: Victor Collor de Mello (LiveAd)
Media placement: PRESS-KIT - INVITATION - DIRECT - 9/feb/2010
Media placement: "TELL ME WHEN" EMAIL - EMAIL - From 9/feb/2010 To 9/mar/2010
Media placement: SEEDING - BLOGS, SOCIAL MEDIA, EMAIL - From 9/feb/2010 To 9/mar/2010
Media placement: PRESS CONFERENCE AND LAUNCHING PARTY - EVENT - 9/mar/2010
Media placement: WWW.BOVAP.COM.BR - THE WEB - 9/mar/2010
Media placement: SOCIAL MEDIA - TWITTER, FACEBOOK - From 10/feb/2010 And On
Media placement: IPO EMAIL - EMAIL - Weekly Since 9/mar/2010
Media placement: WEB CONTENT - BOVAP BLOG - Daily From 9/mar/2010
Media placement: PR - MEDIA RELATIONS - Weekly Since 9/mar/2010
Media placement: WIDGET - DIGITAL MEDIA - From 10/apr/2010 And On

Summary of the Campaign
BACKGROUND The economy of Brazil is in great shape moment and 2010 is an important election year. But the culture of investing and political maturity are still in development. CHALLENGE & OBJECTIVES Souza Barros, the first stock brokerage firm in Brazil, launched its new online stock trading tool. They wanted to generate visibility to it and engage a new generation. STRATEGY & SOLUTION Allow people to express their political opinions through buying and selling stocks of politicians. So we created a website with an alternative Stock Market where, instead of trading stocks of companies, people can trade stocks of the politicians running in the 2010 election. FIRST MONTH RESULTS 46 MILLION PEOPLE WERE EXPOSED TO PRESS ARTICLES. More than a million twitter users impacted. Thousands of people learned how to use Souza Barros’ online tool. Souza Barros started a nationwide constructive dialog about politics. And is helping voters make better choices.

The Goal

Souza Barros launched its new online stock trading tool and wanted to generate visibility to it and engage a new generation. The economy of Brazil is growing stronger. More and more people now have savings. But the average Brazilian still lacks the culture in investments. Only 0,26% of the population actively invests in the Stock Market.

Results
FIRST MONTH RESULTS: 46 MILLION PEOPLE WERE EXPOSED TO PRESS ARTICLES. More than a million twitter users impacted. Thousands of people learned how to use Souza Barros’ online tool. Souza Barros started a nationwide constructive dialog about politics. And is helping voters make better choices.

Execution
PRE-LAUNCH A press-kit a with an invitation to the platform was sent to 100 ultra influent people in Brazil. TELL ME WHEN Users interested in the project left a contact on the website and we told them about the opennig date. LAUNCH One month after the pre-launch phase, the website was launched to the general public through press releases, seeding and a major launching event with a press conference and a party. IPOs After the launch, to keep the buzz level high, week by week we launched IPOs of new politicians. SOCIAL MEDIA INTEGRATION Every transaction made could be posted on Facebook and/or Twitter. RELEVANT CONTENT The website featured information to feed the political debate. PR Along the process, a PR team generated releases to their media relations. WIDGET One month after the launch, we placed a widget with live feeds from the stock transactions in strategic websites and blogs.

The Situation
The average Brazilian has no idea on how to invest in the stock market. In addition to that, Brazil's economic strength is a recent phenomena. Just 16 years ago, Brazil was struggling with 100% of inflation a month. In the political arena, democracy is also recent. The nation reestablished direct elections only 21 years ago. The new generations are still getting used to it. Lula, the current president, has 90% of approval. But in October 2010 important presidential elections will happen and people will have to choose the next leader, the one with the responsibility of keeping Brazil on track.

The Strategy
The key to our challenge was to overcome an obstacle of knowledge. If we could teach our audience something relevant to the moment their living, they would listen to us. So we found a way to connect two things every Brazilian will need a lot in this important election year: knowledge in politics and knowledge in personal finances. Then we created a platform that allows people to express their political opinions through buying and selling stocks of politicians. It is a website with an alternative Stock Market where, instead of trading stocks of companies, people can trade stocks of the politicians running in the 2010 election. The idea works just like the real stock market, in which good or bad news can make a share price rise or fall. It all depends on how people will react to it. After all, voting is like a long term investment.