Rock In Rio Promo, Case study THE 100 THOUSAND CHALLENGE by Artplan Rio de Janeiro

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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: Media, Arts and Entertainment
Advertiser: ROCK IN RIO
Product/Service: MUSIC FESTIVAL
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)
Account Manager: Rodolfo Medina (Artplan)
Account Manager: Elisa Simões (Artplan)
Agency Producer: Rodolpho Donato (Artplan)
Agency Producer: Rafaella Leme (Artplan)
Director: Kiko Lomba (Tycoon Estúdios)
Production Company: Tycoon Estúdios (Tycoon Estúdios)
Photography: Flavio Zangrandi
Agency Producer: Ana Ourique (Artplan)
Art Director: Leandro Valente (Artplan)
Art Director: Carolina Saade (Artplan)
Art Director: Ana Paula Esteves (Artplan)
Media placement: Video Clip - - 01/03/2011
Media placement: TV Show - - 29/04/2011
Media placement: TV Show - - 09/06/2011

Summary of the Campaign
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. It´s just that, after 6 editions outside of Brazil, and 10 years away from the country where it was born, Rock in Rio was back with a huge challenge: to sell 100,000 tickets 10 months before the event without announcing a single band. Could this be possible? Yes! The solution was to turn it into big news 14 months before the start of the shows. 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, Rock in Rio, the biggest music festival of the world, was back. Therefore we had the challenge of relaunching a brand that had not been communicating with its public for a long time.

The Goal
The client's main objective was to sell 100,000 tickets 10 months before the event without any band being announced.

The Strategy
Rock in Rio had been away from Brazil for 10 years and the client didn´t want it to become a part of the life of people through a national advertising campaign. Therefore, the strategy was to launch facts in the media to make Rock in Rio an issue of interest.

The first step was to create a clip with big names of Brazilian music, re-recording the musical theme of the festival. We also created sketches in high audience programs on Brazilian TV which featured the Rock in Rio as their main content. Along the campaign we also launched social projects and opened the City of Rock to visitors. All this, together with other actions, turned the event into a major media highlight.

Documented Results
The Rock in Rio became the talk of the town in the main media channels of Brazil. From November 2010 until October 2011, the spontaneous media return of the Rock in Rio hit US$287m. The official site of the event achieved more than 5m individual visitors and in the social networks it´s the music event with the most followers – 4.8m. All in all, 180m people were addressed in more than 12,000 cities, in 200 countries.