Fischer Fala Promo, Case study IT'S NOT EASY TO SUPRISE YOU by Fischer+Fala!

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IT'S NOT EASY TO SUPRISE YOU

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Industry Shows, Events & Festivals, Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Director Rafael Merel, Marcelo Fedrizzi
Art Director Mauricio Perussi
Copywriter Bruno Mendonça
Released January 2011

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: FISCHER FALA
Product/Service: TECHNOLOGY EVENT
Head of Convergency: Pedro Porto (Fischer Fala)
Creative Director: Rafael Merel (Fischer Fala)
Creative Director: Marcelo Fedrizzi (Fischer Fala)
Copywriter: Bruno Mendonça (Fischer Fala)
Copuwriter: Melissa Pottker (Fischer Fala)
Art Director: Mauricio Perussi (Fischer Fala)
Creative Planner: Gabriel Jacob (Fischer Fala)
Media placement: Website - Internet - 01/21/2011
Media placement: Promotional Gift - Direct / Promo Activation - 01/21/2011

Summary of the Campaign
We had to launch UploadFF, a virtual lab of experimental ideas around technology. Consumers should be encouraged to discover the project and also send ideas that would be developed via the Facebook page. With a low budget to spend (less than USD 3,000) we decided to create a guerrilla activation to boost the spontaneous divulgation, surprising consumers with gifts that solve problems they complained about via Twitter during the event almost in real time. With the gift there was a small note inviting them to send surprising ideas to the project.

The Situation
With the low budget for the campaign we had to think about an effective way to maximise the spontaneous divulgation, that’s why we tried to use an unexpected method to reach consumers. Giving a gift that would help them naturally encourage consumers to share the idea of the project.

The Goal
We were targeting more tech savvy consumers, and that’s why we decided to create an activation during Campus Party, the biggest technology event in Latin America. Also, there were journalists, tech bloggers and opinion formers in the event, which helped to spread the news about the project.

The Strategy
We monitored all participants via Twitter and tried to reach consumers with huge relevance in social media (e.g: large number of followers on Twitter or very known bloggers) - that would guarantee an initial boost for the divulgation

Execution
We choose the kinds of gifts based on initial research from the previous day of the event, using only relevant gifts for the participants. The note that was delivered together with the present had a customised text to let them remember about their tweets. We distributed 30 gifts during three hours, and all the gifts generated spontaneous media.

Documented Results
People were very surprised with the gifts and instantly shared the idea through social media. The project gets an average of one idea per day, and received over 50 ideas in the first week of the project. With minimum budget - less than 3,000 US dollars - we reached 100,000 people during 2 hours of the activation, and more than 300,000 people were impacted with spontaneous divulgation through social media and traditional press.