Terra Promo, Case study GET A RIDE ON ROAD TOUR by DDB Sao Paulo

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Guilherme Jahara, Sergio Valente, Marcelo Reis, Cassiano Saldanha
Art Director Murilo Melo
Copywriter Juliano Ribas | Gabriel Sotero
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TERRA
Date of First Appearance: Oct 13 2009 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Account Director: Fabio Saad (DDB Brasil)
Media Supervisor: Caroline Sales (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Guilherme Jahara (DDB Brasil)
Creative Director: Marcelo Reis (DDB Brasil)
Creative Director: Cassiano Saldanha (DDB Brasil)
Art Director: Murilo Melo (DDB Brasil)
Copywriter: Gabriel Sotero (DDB Brasil)
Media placement: Internet - Internet - 13/10/2009

Results and Effectiveness
The campaign soon gained ground in the net… In the first days of the action there were 1,013 registered participants and 242 buses had been created, generating spontaneous media in all social networks. The entire campaign generated more than 800 personalised buses, 8 thousand participants, 3,764 spontaneous posts in blogs of great relevance and influence, 5 thousand tweets, 300 thousand votes that were headed to the action’s hotsite, more than 600 thousand pageviews and 44,653 unique visitors. Added to these good results on Internet, the festival tickets were sold out and the event brought together more than 17 thousand people.

Creative Execution
To guarantee interactivity and proximity with the target, we created a campaign inspired by the old buses bands used to have. With an original format, the campaign made use of the power of bloggers and social networks to generate buzz and attract awareness for the festival. The role played by bloggers was crucial for the event’s success. They endorsed, disseminated, engaged and activated the entire action. There were 33 music bloggers and well-known influencers on the Net. The bloggers launched on Internet an interactive action divided in 2 phases, in which the winner won the opportunity to watch Planeta Terra Festival 2009 with his friends (the passengers-followers) inside their customised bus, turned now into an exclusive cabin free of charge.

Insights, Strategy & the Idea
Terra, one of Latin America’s biggest portals, launched in 2009 the third edition of Planeta Terra Festival. The event is one of the biggest music festivals in Brazil, bringing together the hottest national and international bands of the moment. A true music and behaviour hub. In its essence, Planeta Terra carries the value of diversity and its main attributes are: being cool, indie and authentic. Focused on a highly connected and updated young audience, the festival presents interactivity as a core pillar to attract and captivate this target. The action’s goal was to promote Terra's Brand by communicating the event and stimulating ticket sales for the festival. Always reinforcing the brand’s main values: evolution, modernity, collaboration, interaction, content and experience sharing.