QUEREMOS (WE WANT) by Queremos for Queremos

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QUEREMOS (WE WANT)

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Industry Website
Media Promo & PR, Case study
Market Brazil
Agency Queremos
Creative Director Pedro Garcia
Released May 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: QUEREMOS
Product/Service: WEBSITE
Agency: QUEREMOS
Partner/Creative Director: Bruno Natal (Queremos)
Partner/Creative Director: Felipe Continentino (Queremos)
Partner/Creative Director: Pedro Garcia (Queremos)
Partner/Creative Director: Pedro Seiler (Queremos)
Partner/Creative Director: Tiago Lins (Queremos)
Media placement: Digital PR - Online - 11 May 2011
Summary of the Campaign
Queremos was born from a necessity. In the last few years, all sorts of international bands were coming to play in Brazil, but not Rio. The alleged reason was always the same: the audience's lack of interest. Tired of waiting and certain that there was a keen audience, we decided to act, rather than just complain.
Queremos is a new collaborative and unique format, by the audience and for the audience. It's a crowd-funding tool focused on funding and dissemination, based on a mechanism where the fans guarantee a concert by splitting all the costs and have a direct interest on disseminating the event using social media and word-of-mouth. After the concert is guaranteed, regular ticket sales for the general public begins, and part of the money will be used to reimburse the funding fans, up to 100% of the face value. So far, a lot of the concerts have been almost sold out, and in this cases, the hardcore fans ended up going for free.
Because of the system we created, the users were the actual promoters for the concert, doing all the online, and word-of-mouth PR. It was in their interest to have a sold out concert, getting their money back.
The results so far:
• 31 concerts
• 28 thousand people attending
• US$1m crowd-funded
• US$550,000 thousand refunded back to fans
• US$1.5m box office sales
Not to mention countless posts in social-media, blogs, newspapers, TV and Radio shows, an invitation for a TEDx talk and also conference at the M.IT.
The Situation
Queremos was born from a necessity. In the last few years, all sorts of international bands were coming to play in Brazil, but not Rio. The alleged reason was always the same: the audience's lack of interest. Tired of waiting and certain that there was a keen audience, we decided to act, rather than just complain.
The Goal
The objective was to bring bands to Rio de Janeiro, crowd-funded by the fans, converting the fans into social promoters.
The Strategy
Queremos is a new collaborative and unique format, by the audience and for the audience. It's a crowd-funding tool focused on funding and dissemination, based on a mechanism where the fans guarantee a concert by splitting all the costs and have a direct interest on disseminating the event using social media and word-of-mouth.
After the concert is guaranteed, regular ticket sales for the general public begins, and part of the money will be used to reimburse the funding fans, up to 100% of the face value. So far, a lot of the concerts have been almost sold out, and in this cases, the hardcore fans ended up going for free.
Execution
we created a website where the amount of money necessary to bring the band to Rio de Janeiro would be crowd-funded by the fans. Their thumbnails were featured in a mosaic in a prominent part of the event page. After the concert was guaranteed, regular ticket sales for the general public began, and part of the money was used to reimburse the funding fans, up to 100% of the face value.
Documented Results
• 31 concerts
• 28 thousand people attending
• US$1m crowd-funded
• US$550,000 thousand refunded back to fans
• US$1.5m box office sales
Not to mention countless posts in social-media, blogs, newspapers, TV and Radio shows, an invitation for a TEDx talk and also conference at the M.IT.