STREET BLOCO by Bold Conteudo for Sonique

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STREET BLOCO

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Bold Conteudo
Art Director Felipe Cama, Estefânio Holtz
Released February 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: STUDIO SP / SONIQUE
Product/Service: CITY AREA PROMOTION
Agency: Bold Conteúdo
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: Bold Conteúdo , BRAZIL
Redactor: Luciana Cardoso (Bold Conteúdo)
Redactor: Alessandra Pereira (Bold Conteúdo)
Redactor: Ana Salcedo (Bold Conteúdo)
Redactor: Alexandre Lucas (Bold Conteúdo)
Planning: Alexandre Natacci (Bold Conteúdo)
Planning: Beto Lago (Bold Conteúdo)
Planning: Luciano Calssolari (Bold Conteúdo)
Redactor: Gabriel Schmitt (Bold Conteúdo)
Art Director: Estefanio Holtz (Bold Conteúdo)
Art Director: Felipe Cama (Bold Conteúdo)
Redactor: Andrea Siqueira (Bold Conteúdo)
Media placement: Public Event - Augusta Street - 07 February 2010

Describe the objective of the promotion.
Reviving the centre of Brazil’s most important city is primordial for the country’s present moment. The creation of the block appeared as the necessity of promoting this specific area of the city, which in the last forty years became a place for drug dealing, crime and prostitution. The objective was to promote the integration of that area with the rest of the city having as many people as possible occupying those streets in broad daylight.

Describe how the promotion developed from concept to implementation
After the concept was created, the challenge was to gather licenses and partnerships to make it happen. Social networking was responsible for promoting the event, a method that proved itself very effective. These networks continued active with the participation of thousand during the event, before and after it.

Describe the success of the promotion with both client and consumer including some quantifiable results
The results were way beyond our expectations. More than 5,000 people walking and singing the anthem through the streets made the town hall open a direct channel dedicated to proposals and projects on the region. The media made the event the talk of the town, a very important magazine even considered the block one of the main reasons to love São Paulo. The block made it to the official calendar and in 2011 it will have a larger course so that the idea has a larger span inside the city centre.

Explain why the method of promotion was most relevant to the product or service
The promotion of the block was made exclusively through social networks maintaining profiles in facebook and twitter. In less than 15 days, the block gathered hundreds of “followers” and more than 3,300 fans, it generated spontaneous media in every main TV network, magazines, newspapers, radio stations and blogs, making the event the talk of the town. Due to this, the event gathered more than 5,000 people on the streets of the city centre, singing the anthem created in homage to Augusta Street, and all of this with no cost.