Som Livre Promo, Case study LISTEN by Santa Clara

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Industry Website
Media Promo & PR, Case study
Market Brazil
Agency Santa Clara
Director Luiz Gustavo Dias
Creative Director Carlos Andre Eyer, Murilo Lico
Art Director Ronaldo Tavares
Copywriter Raphael Quatrocci
Producer Cayto Trivellato
Released February 2010

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: SOM LIVRE
Product/Service: WEB TRANSMITTED CONCERTS
Copywriter / Creative Director: Fernando Campos (Santa Clara)
Creative Director: Carlos André Eyer (Santa Clara)
Creative Director: Murilo Lico (Santa Clara)
Interactivity: Rodrigo Zannin (Santa Clara)
Copywriter: Raphael Quatrocci (Santa Clara)
Art Director: Ronaldo Tavares (Santa Clara)
Online Manager: Vinicius Melo (Santa Clara)
Account: Janaina Luna/Thiago Iusim/Michele Sibille/Thibis Rebellato (Santa Clara)
RTV: Diego Villas Bôas (Santa Clara)
RTV: Thieny Prates (Santa Clara)
Media: Luciana Mariano (Santa Clara)
Media: Leandro Otsuka (Santa Clara)
Media: Patricia Silva (Santa Clara)
Online Media: Daniela Pinho (Santa Clara)
Online Media: Bruno Oliveira (Santa Clara)
Director: Luiz Gustavo Dias (Fazenda by Movieart)
Sound Producer: Cabaret (Cabaret)
Producing Image: Fazenda by Movieart (Fazenda by Movieart)
Producer: Cayto Trivellato (Fazenda by movieart)
Client / Marketing: Luciana Paiva/Miguel Cariello e Luana Richter (Som Livre)
Media placement: Newspaper - Folha De São Paulo - 01/03
Media placement: Newspaper - O Globo - 01/03
Media placement: Magazine - Veja - 12/03
Media placement: Magazine - Época - 12/03
Media placement: Press Release - Clube De Criação São Paulo - 07/03
Summary of the Campaign
We had to launch a website service. A fresh music consumption experience that had no name, no brand, and a couple of competitors already placed.
So we had to create a big idea, with enough punch to immediately launch the website and the new brand, and to engage people from the very beginning. Turns out that the idea became more powerful than we originally expected, and also more powerful than a regular advertising campaign.
We created a platform that transmitted live concerts through the web, but fully interactive, letting people choose the set list, song by song, in real time. This platform was integrated with Facebook and Twitter, so people could share their emotions and commentaries about the shows, all in the same place.
We had incredible results. Lots of brand awareness, huge website traffic, and astonishing social networks repercussion.
The Situation
We had to launch a website service. A fresh music consumption experience, that had no name, no brand, and a couple of competitors already placed.
The Goal
We wanted to launch the website, the brand, and make people understand that this project is a game changer using the web as an experience enabler to get attention from average audience.
The Strategy
For the first time, a record company embraced digital download as a business model, and launched their very own website. Also for the first time, artists were finally able to discuss openly about revenue models, piracy, or taste. They were pleased to be a part of this movement, which made our strategy much more powerful, since we used their credibility and audience at a whole new level.
We provided the channel that brought together fans and idols. Idols were for the first time talking directly to people, and doing what they wanted at the same time.
The live interactive online concerts were the great road to establish this dialogue, being the primary focus of all media efforts (TV films, print and online ads, social media).
We still needed a name. And what better name for a new kind of product that an action-driven name? This way ESCUTE (LISTEN) was born. A brand that tells you exactly what to do with the product: to listen to music.
Execution
On February 15th the website was published and the first show was broadcast. The day after the opening show, the next show started to be promoted. Every two weeks a new show was broadcast. The artists used their personal accounts on Twitter to help bring people to the show's website. All 5 concerts, featuring Gilberto Gil (one of the most important musicians in the history of Brazilian music), Restart (the most awarded boy band of the year), Capital Inicial (a 30-year-old pop rock band), Pitty (a nationwide rocker idol, singer and songwriter with a colossal number of fans) and Luan Santana (the current Brazilian country music phenomenon) have made it to top place in Brazilian’s Twitter Trending Topics.
Documented Results
During these almost 4 months of existence, “Escute Live Interactive Online Concerts” had more than 170 thousand visits, featured 5 times on Brazilian's Twitter Trending Topics, had thousands of "likes" on Facebook, had content duplicated on YouTube, appeared on a lot of blogs and websites (for various reasons, such as creativity, new project, shows, artists, innovation and so on), and the best of all, we became a product. Our client accepted our initial offer to make this project a website product, and we are already planning the next shows.