Tv Globo Promo, Case study COMING UP NEXT by Globo Comunicacao Rio de Janeiro

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COMING UP NEXT

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Globo Comunicacao Rio de Janeiro
Art Director Rodrigo Juda Campello, Leonardo Pomposelli, Bruno Di Celio, Andre Reignier
Designer Alexandre Romano
Released February 2013

Credits & Description

Advertiser: GLOBO
Agency: TV GLOBO
Category: Best use of Broadcast
Advertising campaign: COMING UP NEXT
Art Director: Andre Reignier (Globo)
Planner: Bernardo Magalhães (Globo)
PR Director: Andrea Doti (Globo)
PMO: Ilana Teresa (Globo)
Art Director: Leonardo Pomposelli (Globo)
Creative Director/Copy Writer: Marcos Pedrosa (Globo)
Press Manager: Paula Lordello (Globo)
Account Manager: Andrea Couto (Globo)
Art Director: Rodrigo Campello (Globo)
CMO/Creative Director: Sérgio Valente (Globo)
Designer: Alexandre Romano (Globo)
Art Director: Bruno Di Célio (Globo)
Social Media Manager: Daniela Pereira (Globo)
PR Manager: Duda Pereira (Globo)
Corporate Communication Director: Mônica Albuquerque (Globo)
Film Director: Oscar Rodrigues Alves (Globo)

Client Brief Or Objective
The campaign´s goal and objectives aimed at getting the attention of and involving the audience and advertisers within an increasingly disputed market context and strengthen the perception of a network in constant renewal.We used the term “Coming up Next” (Vem aí) to create awareness and involve the final public. The broadcasting of the upfront increased the visibility of the event and provoked the audience´s curiosity towards Globo´s new season.

Campaign Description
In 2013, Globo, the largest Brazilian TV network, released its upcoming television season in an unprecedented way: a TV show. That's how the campaign called “Vem Aí” (Coming Up Next) came about as a broadcast production watched by over 47 million people. The outcome is an unparalleled mass media action in world TV. With the show as a platform to keen and bring awareness to advertisers and audience, Globo strengthened its status as the most innovating content producer. From ad films to sports events transmissions; from bumpers and fillers to newscasts scripts: Globo Marketing Team built a strong cross media strategy to promote the expression VEM_AÍ. It became the channel's tagline, developed to celebrate the network and the new programming: the channel´s signature. Taking advantage upon the local vast musical scene, a tune was produced and its video clip, performed by 53 of Brazilian finest pop stars. A great deal of digital efforts were also required, and with the app VEM_AÍ, Globo launched the first social TV app in the national market.

Execution
The new campaign was supported by the production of: * 31 on air fillers starring 30 actors / hosts and 35 journalists / news anchors * These pieces were released on air 14 days before the show * 54 on air promos aired inside commercial breaks for 4 days* 17 newspaper and magazine ads explaining what the term “Coming up Next’ (“Vem aì”) meant and inviting the spectator to participate in Globo's programming celebration.Physical pieces in acrylic written “Coming Up Next” (Vem aí) were produced. Each had different objects inside the acrylic suggesting journalism, entertainment, sports and shows (microphones, flowers, music notes, and balls). These pieces were spread in public places in Rio de Janeiro and São Paulo. Cross media among several programs was used to invite Brazilians to watch the show, and finally, broadcasting the upfront with more than 1000 guests.And to help viralize the new programming, a mobile app was created that worked as a second screen during the show, broadening the spectators' experience and sharing their information on social networks.

Effectiveness
•Over 47 million people affected by the campaign;•27 ratings points (a 17, 4% enhance on the average rating);•On line converage: over 250 people following in real time;•Website: the expusure average jumped from 2’51” to 16’ 12”;•Free press coverage: 356 newspaper pages;•Digital: tons of app’s downloads within less then 5 days;•More than 600 articles published about the campaign in 3 weeks •ROI: over 300%;•PR value: $20 million •1 million twitter impression •World Trend Topics: #vem_ai along with over 8 related expressions;•The event: more than 1,000 guests in São Paulo;•...and the most important of all: turn a trade event into Brazilian internet’s most commented TV show and a prime time broadcast rating leader within only five weeks.

Strategy
The communication strategy was to create a national campaign around Globo´s new season. We started by making a buzz around the words, “Coming Up Next” (Vem Aí). The Marketing Team assembled a full scale media effort involving on air (TV show, ad films, promos, cross media, newscasts scripts, video clips), off air (radio spots, printed ads, outdoor media) and digital (social TV app). We invited singers who spontaneously joined the campaign and recorded the “ Coming Up Next” (Vem_aí) sound track. The show counted with the main artists in the Brazilian entertainment market, who embraced the campaign.

Relevancy
The campaign was created for Globo, the fourth largest TV network in the world and the leader in Brazil for 40 years. A network that has to permanently restate its productive capacity and relevance within the Brazilian media context. An increasingly disputed scenario that had the opportunity to transform the introduction of its new programs into an integrated campaign that culminated with the creation and airing of a TV show. We transformed a challenge into a TV show. A new brand and logo, “Coming up Next” (Vem Ai) was created to celebrate this moment.