CULTURAL MULTIMEDIA by Grupo Magneto for Caixa Economica Federal

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CULTURAL MULTIMEDIA

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Industry Transport, travel & tourism
Media Promo & PR
Market Brazil
Agency Grupo Magneto
Creative Director Duda Moreira Salles
Art Director Eduardo Talley, Gabriel Menezes, Dashiell Velasquez
Released June 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: CAIXA ECONOMICA FEDERAL
Product/Service: CULTURAL PROJECTS
Agency: Grupo Magneto
Date of First Appearance: Jun 4 2009 12:00AM
Entrant Company: Grupo Magneto , BRAZIL
Entry URL: http://www.ccmanualdoprodutor.com.br/
Creative Director: Duda Moreira Salles (Grupo Magneto)
Interactive Creative Director: Eider Queiroz (Grupo Magneto)
Production Coordinate: Juliana Cury (Grupo Magneto)
Cultural's Marketing Director: Gustavo Pacheco (Caixa Econômica Federal)
Cultural's Marketing Assistent: Alisson Costa (Caixa Econômica Federal)
Production: Juliana Pacheco (Grupo Magneto)
Production: Cybelle Felipe (Grupo Magneto)
Production: Cibele Bahia (Grupo Magneto)
Production: Bia Reinner (Grupo Magneto)
Production: Thaís Carvalho (Grupo Magneto)
Art Director: Eduardo Talley (Grupo Magneto)
Art Director: Gabriel Menezes (Grupo Magneto)
Art Director: Dashiell Velasquez (Grupo Magneto)
Production: Lia Ravena (Grupo Magneto)
3D design: Hugo Pachiella (Grupo Magneto)
3D design: Nicolas Cabral (Grupo Magneto)
Web Developer: Bruno Leo Rocha (Adjetiva)
Web Developer: Danilo Souza (Adjetiva)
Web Developer: Fabrício Mendonça (Adjetiva)
Web Developer: Fernando Aquino (Nandico) (Adjetiva)
Media placement: Website - World Wide Web - June 4th
Media placement: Event - CAIXA Cultural: Sao Paulo, Rio De Janeiro, Brasilia, Salvador And Curitiba - June 4th

Describe the objective of the promotion.
The CAIXA CULTURAL is the cultural institution of the CAIXA ECONOMICA, one of Brazil’s largest banks. It has six venues in five cities throughout Brazil. The objective of the promotion was to attract cultural projects for CAIXA CULTURAL venues. Preferably, projects that could take place in the five cities simultaneously.

Describe how the promotion developed from concept to implementation
Since CAIXA CULTURAL would like for the projects to take place simultaneously, and it was impracticle for the producers to visit each CAIXA CULTURAL, we went to all venues where we photographed, filmed, measured, registered and catalogued all the information. It was organised and placed onto a didactic and interactive website, enabling producers to get to know each venue and adequately design their projects, without the need for a technical visit. For the website's inauguration, we produced five premiere events simultaneously, interconnected by satellite. Each event was transmitted on the web and to the other venues.

Describe the success of the promotion with both client and consumer including some quantifiable results
The points that describe the success of the promotion are: • For the first time in history, a band plays while each member is in a different state. • Celebrities, press and Ministry of Culture authorities in attendance. • Positive repercussions in specialized media. • A total of 302,947 website hits. • More than 230 cultural producers watched the event on the web. AND THE MOST IMPORTANT OF ALL: An increase of 27.23% in new project registration, with 54.85% of the proposals being for simultaneous projects.

Explain why the method of promotion was most relevant to the product or service
To make sure that cultural producers understand the message that the CAIXA CULTURAL wants them to present projects to take place simultaneously. For the website’s inauguration, we produced five premiere events simultaneously, interconnected by satellite. Each CAIXA CULTURAL venue hosted a regional show that was transmitted on the web and to the other venues. To boost the message, each city also welcomed one member of a five-member chorinho band (a musical style deriving from samba). So far, nothing new, except for the fact that even though they were in different cities, the band played together.