Vivo Promo, Case study EDUARDO AND MONICA by Africa Sao Paulo

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EDUARDO AND MONICA

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Industry Mobile Communications
Media Promo & PR, Case study
Market Brazil
Agency Africa Sao Paulo
Art Director Humberto Fernandez, Flávio Waiteman, Sérgio Gordilho
Copywriter Rafael Pitanguy
Account Supervisor Flavia Barreto
Released June 2011

Credits & Description

Category: Corporate Communication
Advertiser: VIVO MOBILE
Product/Service: MOBILE COMPANY
Agency: AFRICA PROPAGANDA
Executive Creative Director: Sergio Gordilho (Africa Propaganda)
Executive Creative Director: Flavio Waiteman (Africa Propaganda)
Creative Director: Humberto Fernandez (Africa Propaganda)
Creative Director: Sergio Gordilho (Africa Propaganda)
Creative Director: Rafael Pitanguy (Africa Propaganda)
Copywriter: Rafael Pitanguy (Africa Propaganda)
Art Director: Sergio Gordilho (Africa Propaganda)
Art Director: Humberto Fernandez (Africa Propaganda)
Account Director: Paulo Celso (Africa Propaganda)
Account Supervisor: Flavia Barreto (Africa Propaganda)
Digital Director: Eco Moliterno (Africa Propaganda)
Planning Director: Renata Bokel (Africa Propaganda)
Midia Director: Luiz Fernando (Africa Propaganda)
Midia Director: Fabio Freitas (Africa Propaganda)
Communication Director: Cristina Duclos (Vivo)
Communication Manager: Marina Daineze (Vivo)
Digital Manager: João Bell (Vivo)
Film Director: Nando Olival (O2 Filmes)
Photography Director: Ricardo Della Rosa (O2 Filmes)
Sound Lab: Equipe YB
Media placement: Digital PR - - June, 8, 2011

Summary of the Campaign
MTV came to Brazil in 1990. Since then, the success of music videos exploded in the country. But the problem is, the biggest rock scene to ever happen in Brazil happened in the 80s.

The conclusion: The most iconic hits in Brazilian Rock history never got official music videos.

And like most things from the 80's, the songs from that decade are now again a success. In Brazil, the extinguished band Legião Urbana, was highly celebrated in 2011, first because the deceased leader and singer would be completing 50 years of age if he was still alive, and also because a film based on one of their hits 'Faroeste Caboclo' would soon be in the cinemas.

Well, that’s where our PR campaign steps in.

Brazil's biggest mobile company was going to change its brand concept to 'love, connection and change' and wanted to enforce its Brazilian identity, as the group was being sold to Spanish-owned Telefonica Group in the same year.

So, instead of tv commercials, we chose to do something different, we used the valentines week to launch the official music video of one of Legião Urbana's biggest hits: Eduardo and Monica, a song about love, connection and change, a song that the whole country knew by heart, but which due to the late arrival of MTV, never got a music video. So, we created and launched that story of love, connection and change. And of course, it all takes place in the present, in a world of mobiles, internet and tablets.

The Situation
Brazil's biggest mobile company, was going to change its brand concept to 'love, connection and change', and wanted to enforce its Brazilian identity, even though the group was being sold to Spanish-owned Telefonica Group in the same year.

The Goal

The objective was to launch a new concept for Vivo Mobile Company: 'love, connection and change'. The brand could not lose its strong national recognition, despite being bought from the Spanish Telefonica Group during that same period. By associating the brand with Brazil's Legião Urbana, Eduardo and Monica videoclip, the brand reinforced its Brazilian culture and was able to launch its new concept, which is strongly related to the song's lyrics.

The Strategy
For the launch of the videoclip, our budget was close to $0.

So, what did we do? First we took a picture of a shooting day and sent it to blogs without saying a word, pretending it was an accident. As we hoped, the media bought it, and started talking about what they thought was not an advertisement or videoclip, but a featured film based on the famous song. To complete the strategy we printed posters and placed them in cinemas all over Brazil. Well, the media bought it again and kept talking about Eduardo and Monica. On Valentine's day, the videoclip was aired in cinemas just once, which only made it even more talked about.

So, when the videoclip came out on YouTube the country was already waiting to find out what Eduardo and Monica was all about.

Execution
All the implementation took place during Valentine's week, in June. But the results are visible until today.

Documented Results
During the first week the music video got more than 1m views per day, becoming the most watched video on YouTube worldwide, during the first week, and the most shared advertising video in Facebook's history. It became a trending topic for 3 days in Brazil and for 2 days worldwide. It also became news in the national and international newspapers and magazines, generating for the brand more than $10m dollars in free media.

The greater impact caused by the campaign:
After that truly national commotion the remaining members of the band reunited after more than 15 years for a new national tour with a new leading singer. And just like that the concept 'love, connection and change' became one more chapter in the history of a brand and in the history of the country, perfect to launch a brands new concept and to reinforce its national identity.