THE DAY A SMILE STOPPED SAO PAULO by DDB Sao Paulo for Whirlpool

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THE DAY A SMILE STOPPED SAO PAULO

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Industry Electronic Devices & Home Appliances, Household maintenance & pet products
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Copywriter Edson Oda
Released September 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: WHIRLPOOL BRASTEMP
Product/Service: HOME APPLIANCES
Agency: DDB BRASIL
Date of First Appearance: Sep 11 2010
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://www.youtube.com/watch?v=-Hc1kFvUTT4
General Media Director: Patricia Muratori (DDB)
Media Director: Ana Carolina Esposito (DDB)
Media Vice President: Monica de Carvalho (DDB)
Chief Creative Officer: Sergio Valente (DDB)
Creative Directors: Moacyr Netto/Rodrigo Almeida/Renata Florio/Cassio Zanatta (DDB)
Art Directors: Rodrigo Bombana/Pedro Gravena (DDB)
Copywriter: Edson Oda (DDB)
Marketing Director: Claudia Sender (Brastemp)
General Marketing Manager: Daniela Cianciaruso (Brastemp)
Marketing Manager: Mariana Rhormens (Brastemp)
Media Supervisor: Media Vice President (DDB)
Media placement: RADIO - 11 Top Radio Stations In SP - 11/09/2010

Insights, Strategy & the Idea
BRASTEMP is the leader in house appliances in Brazil and had a challenge for 2010: change the brand’s positioning in the market giving a new meaning to its well-known slogan: “It’s like a BRASTEMP”. The tone of superiority gave way to the new brand moment and the focus went to inspiration, conveying the brand’s new attributes: BRASTEMP does not like the obvious, because it believes that leaving common sense behind makes people broaden their horizons and enrich their lives.
So we decided to share this opinion with consumers by inviting them to become inspired in their everyday lives. And a new slogan was born: “Inspiration changes everything and life becomes a BRASTEMP”
A converging idea with great viral potential managed to create brand experience in a fun way.

Creative Execution
We synchronized the 11 top radio stations in Sao Paulo to give birth to the BIG IDEA that would change people’s day in traffic. We took advantage of Sao Paulo’s rush hours to guarantee that people would be in their car listening to the message on the radio simultaneously. The aired message invited drivers that were listening to the radio at that time to smile to the person in the car next to them if they heard the message and saying that the person would smile back if they also heard the message. An inspiration with great reverberation potential became a 2-minute video on the internet. The action was surprising and elicited positive reactions, engagement and reverberation, going beyond the obvious. Consumers were impacted on the streets and the action also became a video that was the one the most commented and visualized ones at the time, being worldly well-evaluated.

Results and Effectiveness
The action became news on and offline with excellent results: the 2nd most watched entertainment video on YouTube. Until now: 2.1 million views and more than 1,400 comments. According to Topsy, the action made the Top most seen 100 videos in the world. The video was tweeted more than 27 thousand times having more than 4.5 million impacts. The BRASTEMP brand and the hashtag #inspiracaomudatudo made the trending topics in Sao Paulo and Brazil during the launch. 67 thousand shares on Facebook and 28 thousand likes. More than 377 posts on blogs and 1,563,333 page views per day.