TEN YEARS LATER, A MUSIC IS SUNG AGAIN by Artplan Rio de Janeiro for Rock In Rio

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TEN YEARS LATER, A MUSIC IS SUNG AGAIN

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency Artplan Rio de Janeiro
Director Kiko Lomba
Executive Creative Director Roberto Vilhena
Creative Director Gustavo Tirre, Alessandra Sadock
Art Director Jorge Falsfein, Carolina Saade, André Sampaio, Ana Paula Esteves, Leandro Valente
Copywriter Betoca Jencarelli
Released September 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: ROCK IN RIO
Product/Service: MUSIC FESTIVAL
Agency: ARTPLAN
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Copywriter: Betoca Jencarelli (Artplan)
Art Director: Jorge Falsfein (Artplan)
Art Director: André Sampaio (Artplan)
Art Director: Ana Paula Esteves (Artplan)
Art Director: Leandro Valente (Artplan)
Art Director: Carolina Saade (Artplan)
Account Manager: Rodolfo Medina (Artplan)
Account Manager: Elisa Simões (Artplan)
Account Manager: Mariana Lellis (Artplan)
Agency Producers: Rodolpho Donato/Rafaella Leme (Artplan)
Agency Producers: Ana Ourique (Artplan)
Director: Kiko Lomba (Tycoon Estúdios)
Production Company: Tycoon Estúdios (Tycoon Estúdios)
Photography: Flavio Zangrandi
General Director: Beth Garcia (Approach - Press Office)
Media Manager: Fabiana Guimarães Lavinas (Approach - Press Office)
Account Manager: Carolina Bellei (Approach - Press Office)
Media placement: Video Clip - - 01/03/2011

Summary of the Campaign
The Rock in Rio is an event created in 1985 that forever changed the musical scene in Brazil. Because, for the first time, the country entered the road to the big tours of international music stars. After 3 editions in Brazil (1985/1991/2001) the festival went to Europe, where it achieved the status of the biggest music festival of the world, gathering millions of people and hundreds of bands. After 6 editions outside of Brazil, and 10 years away from the country where it was born, Rock in Rio was back. But how do you re-launch a brand that has not communicated with the Brazilian public for so long?

To overcome this challenge we decided to turn Rock in Rio into a trending topic. How? Publishing facts that would turn the Rock in Rio into the most coveted event in the cultural and social scenario of the country in 2011.

The Situation
After 10 years away from Brazil, the Rock in Rio, the biggest music festival of the world, was back. Therefore, we had the challenge to relaunch a brand that had not been communicating with its public for a long time.

The Goal
Re-launch a brand that has not communicated with the Brazilian public for 10 years.

The Strategy
We decided to turn Rock in Rio into a trending topic. How? Publishing facts that would turn the Rock in Rio into the most coveted event in the cultural and social scenario of the country in 2011.

Execution
The first step was to create a video clip with the leading names of Brazilian music re-recording the theme song of the festival. The video clip was released in Brazilian TV's highest-rated varieties program. But it was still not enough. So we created a new program in the country's largest live-audience show, where a beginner band would be given the opportunity to perform at the main stage of the festival. The strategy continued in other channels and other programs too, making Rock in Rio part of people's lives without the need to resorting to traditional advertising campaigns.

Documented Results
The strategy was so successful that, 10 months before the shows began, 100,000 tickets had already been sold - and that without any band announced. The other 600,000 tickets sold out in 4 days, 4 months before the start of the festival. The band contest received 45,000 applications and stayed on air for 2 months. The festival’s comeback was so impacting that one of the major samba schools of Rio de Janeiro decided to make Rock in Rio as a plot for its parade in 2013.