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Industry Publishing, streaming & media
Media Promo & PR
Market Portugal
Agency McCann Lisbon
Creative Director Frederick Fannon
Art Director Teco Cipriano
Copywriter Filipa Gomes
Producer Bruno Carvalho, Nuno Calado
Released November 2009

Credits & Description

Category: Publications & Media
Advertiser: BLACKBOX
Product/Service: DOCUMENTARY
Date of First Appearance: Nov 25 2009 12:00AM
Creative Director: Frederick Fannon (McCann Erickson Portugal)
Art Director: Teco Cipriano (McCann Erickson Portugal)
Copywriter: Filipa Gomes (McCann Erickson Portugal)
Producer: Nuno Calado (McCann Erickson Portugal)
Producer: Bruno Carvalho (McCann Erickson Portugal)
Account Executive: Helena Almeirão (McCann Erickson Portugal)
Photography: Frederinco Van Zeller (Krypton)
Media placement: Alternative Media Campaign - Street - 26 November 2009

Describe the objective of the promotion.
Promote “A Primeira Fronteira” (“The first frontier”). A documentary about 3 young Portuguese men who had to emigrate to Spain in order to fulfil their dreams.

Describe how the promotion developed from concept to implementation
We created a campaign that says farewell to the country with the concept “Goodbye Portugal”. The intention was to provoke the Portuguese public and make them curious as to why we were saying this, leading them to the site to find out. The campaign was brought to life by the use of Portuguese iconic images that touch the heart of every Portuguese person, such as: the most popular football team with Eusébio, the map of Portugal, a famous vintage porn magazine sold in Portugal, the waving of white handkerchiefs (which symbolises a traditional way of saying goodbye in Portugal), farewell letters, historical figures, etc.

Describe the success of the promotion with both client and consumer including some quantifiable results
4,2 Share of documentary in RTP2 (highest share ever for a documentary in this tv channel) 2600 site visits (1st Month) 850 views little airplanes action (1st week) 185 Facebook spontaneous friends 150 people in the preview News on three main radio stations: Oxigénio, Radar, Marginal News on line: Meios & Publicidade, Diário Digital, Ionline, Sapo, Briefing, Ocean Look, BeachCam, Facebook BES Arte&Finanças, LPM News in the main Portuguese newspaper: Diário Económico

Explain why the method of promotion was most relevant to the product or service
There was a little to no budget available, so we needed ideas that would be possible to execute by anybody and, therefore, no need to hire a production company. Paper aeroplanes falling from above, wild postings, urban stencil, tampering with public monuments by placing white handkerchiefs on their hands, all ideas possible to do even by an eight year old. We needed to catch the attention of our target (young men) and we did that by doing things where we could be in close contact with them physically, but also by using methods they relate to and therefore call their attention.