Vivo Promo, Case study WEBSHOW by New Content, Wunderman Sao Paulo, Y&R Sao Paulo

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Brazil
Agency New Content
Creative Director Rebecca Barreto
Agency Wunderman Sao Paulo
Agency Y&R Sao Paulo
Released November 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: VIVO ON
Agency: Y&R
Date of First Appearance: Dec 1 2010
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Entry URL:!webshow
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Creative Director: Rebecca Barreto (New Content)
Content Director: Pedro Tourinho (New Content)
Creative/Art Director: Leandro Veríssimo (New Content)
Chief Operations Officer: Rafael Alcântara (New Content)
Account Manager: Karinna Vasconcelos (New Content)
Executive Producer: Ricardo Justus (New Content)
Production Coordinator: Luciane Uchoa (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Communication Director: Cristina Duclos (Vivo)
Media placement: Live Webshow - Internet (Livestream, Orkut, Facebook, Twitter) - December 1st 2010
Insights, Strategy & the Idea
VIVO, the largest telecom company in Brazil, launched a new product called VIVO ON addressed to young consumers, who are very engaged in social networks.
By subscribing to the service, clients would have unlimited access to social networks, unlimited text message and a call credits to talk among VIVO ON users. Our challenge was to inform the target about the product with a branded content approach, making VIVO ON a relevant community within the social network environment, by stimulating interaction between members.
We created a live, interactive and connected webshow, 100% based on - and ruled by - the social networks’ universe: the “VIVO ON Webshow”
Creative Execution
In order to promote greater engagement of the target, the webshow was fully integrated with the most popular social networks of the country: Orkut, Facebook, and Twitter.
Hosted by an influential youth icon in Brazil, we presented an original, live and super-connected platform, featuring web and "real life" celebrities, interactive tools, and full participation of the public about their day-by-day life on social networks.
Among other sketches, we showed what was happening in the most important networks worldwide. During the show, users also had to go through different levels of participation just like on a video game, personally interacting with host and guests and getting VIVO ON prizes around the social networks.
The project showed the interaction opportunities that could become possible if user was logged into social networks without any mobility restrictions, as VIVO ON users could experience.
Results and Effectiveness
In each of the 4 episodes of the first season, VIVO ON webshow was top 3 trending topic in Brazil for more than three hours. We reached 163 thousand accesses to the channel and 32 thousand mentions on twitter.
In 1 month, we had already impacted 23 million people online, reaching 48 thousand unique users in the platform.