ILLUMINATED BRIDGE by Mix Brand Experience for Telefonica

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ILLUMINATED BRIDGE

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Industry Corporate Communication
Media Promo & PR, Case study
Market Brazil
Agency Mix Brand Experience
Creative Director Adriana Salles Simon
Art Director Cabeto, Felipe Munhoz, Milena Jang, Danilo Fanes
Copywriter Bruno Brasileiro, Lúcia Alves
Producer Daniel Grispun
Released September 2012

Credits & Description

Category: Corporate Communication
Advertiser: TELEFÔNICA
Product/Service: INTERACTIVE CHRISTMAS TREE
Coordinator/Artistic Projetc: Marco Scabia (MIX Brand Experience)
Technical Project: (On Projeções)
Tecchnical Direction: Marcus Schmit (MIX Brand Experience)
Tecchnical Producer: Marcos Aurelio Oliveira (MIX Brand Experience)
Producer: Daniel Grispun (MIX Brand Experience)
Sponsor: (Telefônica)
Sponsor: (Rede Globo TV)
Support: (Prefeitura de São Paulo)
Creative Director: Adriana Salles (MIX Brand Experience)
Art Director: Cabeto/Felipe Munhoz (MIX Brand Experience)
Art Director: Milena Jang/Danilo Fanes (MIX Brand Experience)
Copywriter: Lúcia Alves/Bruno Brasileiro (MIX Brand Experience)
Planner: Perola Freeman (MIX Brand Experience)
PR: Flávia Meirelles (MIX Brand Experience)
PR: Júlia Duarte (MIX Brand Experience)
Account: Beatriz Ayrosa (MIX Brand Experience)
Account: Haurelene Fernandes (MIX Brand Experience)
MKT Director: Lilyan de Freitas (Telefônica)
Central Globo de Comercialização Director: Marcelo Assumpção (Telefônica)
Superintendente de Mídia/ Marketing Corporativo: Karen Gorenstein (Telefônica)
Media placement: Alternative( Place) - Estaiada bridge - December 1st 2010
Media placement: - - - - 20 november 2010

Summary of the Campaign
Summary of the Campaign:

The challenge was to bring the Telefônica brand back together to its consumers. Solution: create the world’s biggest interactive Christmas Tree using the most modern icon in the city of Sao Paulo – the Octavio Frias Filho Bridge. Through the main services provided by the company (mobile and Internet connection) people could vote every day on 5 different colors/decorations for the tree, each one representing a "state of mind" for the city, and also send SMS messages that were shown directly on the bridge. The idea generated millions of dollars in spontaneous media and hundreds of mentions in different media channels, also becoming the scenario to one of the main TV news in the country. The launch event involved Sao Paulo’s Mayor and got national coverage. The bridge also received a great highlight on World AIDS Day, when Brazilians chose to light it in red – the campaign’s worldwide color.

The Situation
In 2010 Telefônica, the main Internet connection and telephony services provider in the city of Sao Paulo, was facing constant technical problems that directly affected thousands of people, generating negative media and a deterioration of its image among the consumers. The company started a brand-rebuilding process with the purpose of bringing it back together to its consumers and reestablishing a positive relationship with them, generating the opportunity for an unexpected action of great visibility that might revert a part of that negative picture.

The Goal
The purpose of the action was to generate a positive involvement between consumers and the brand, generating a memorable experience that could be directly associated with Telefonica. The target was the entire population of Sao Paulo, including – especially – the thousands of drivers and pedestrians that pass by the Octavio Frias Filho Bridge, close to one of the largest commercial centers in the city.

The Strategy
The month of December is a time when everybody assembles their own Christmas tree. That’s an important ritual in the life of Brazilians, usually held among family members and seen as a symbol of peace and union among them. So, why not take that same experience to millions of people at the same time, by presenting them with a giant tree they could decorate together? And the best part: using Telefonica’s main services (mobile telephony and broadband Internet connection). The choice of the Octavio Frias Filho Bridge naturally called media attention to the action since its assembly, including Rede Globo, whose headquarters is located just beside the bridge and which also uses it as the scenario to one of its main TV news program. The simple process allowed consumers from all profiles and ages to take part, also generating a great buzz on social networks.

Execution
The tree’s assembly involved the installation of 40,000 LEDs on the cable-stays of the Octavio Frias Filho Bridge, involving professional climbers and many different lighting tests regularly followed by the media. The inauguration event counted on the presence of the then Mayor Gilberto Kassab and was broadcasted live by Globo TV. Telefônica’s Illuminated Bridge lasted for 30 days, and the votes were sent every day through a hotsite, Twitter and mobile phones. SMS messages could also be sent with Christmas messages, and were shown directly on the tree. On December 7th, World AIDS Day, consumers were engaged through social networks and voted for Telefonica’s Illuminated Bridge to be lit in red – the campaign’s official color worldwide. A fact that also had a great repercussion in the media. From Monday to Saturday, the action could be followed live by more than 480,000 viewers during "SPTV" - a Rede Globo TV news program aired live on Globo TV and whose studio uses the Octavio Frias Filho Bridge as a scenario.

Documented Results
Telefonica’s Illuminated Bridge generated more than R$ 8 million (almost US$ 5 million) in spontaneous media, receiving a total of 331 mentions on TV, radio, newspapers, magazines and the Internet. More than 7.5 million vehicles that pass by the bridge every month were directly impacted - the equivalent to the population of Switzerland - added to the 480,000 daily viewers of "SPTV". During the 30-day period of the action, Telefonica’s Illuminated Bridge received a total of 251,397 votes (an average 8,300 per day) and 125,022 Christmas messages were sent via SMS and shown on the tree.