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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Jump Communicacao
Creative Director Mauricio Borges
Art Director Vinicius Liéssi
Copywriter Ana Guadalupe
Released June 2009

Credits & Description

Category: Event and Field Marketing
Product/Service: PROPERTY
Agency: Jump Communicacao
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: Jump Communicacao, Maringa, BRAZIL
Entry URL: http://queroteatro.blogspot.com
Senior Planner: Arthur César (Jump Comunicação)
General Director: Walter Korneiczuk (Jump Comunicação)
Creative Director: Mauricio Borges (Jump Comunicação)
Art Director: Vinicius Liéssi (Jump Comunicação)
Copywriter: Ana Guadalupe (Jump Comunicação)
Producer, Copywriter: Apolo Theodoro (Os Sem Teatro)
Client: Raul Fulgêncio (Raul Fulgêncio Negócios Imobiliários)
Senior Planner: Harrisson Brait (Jump Comunicação)
Graphic Producer: Cris Kondo (Jump Comunicação)
Account Manager: Ricardo Rosa (Jump Comunicação)
Art Buyer: Roberto Machado (Jump Comunicação)
Edition Supervisor: Gustavo Ferelli (Jump Comunicação)
Media placement: Intevention - Londrina International Festival - 5 June 2009
Media placement: Intevention - City Council - 20 June 2009
Media placement: Intevention - Bars - 5 June 2009
Media placement: Intevention - Cabinet Of The Mayor - 22 June 2009
Media placement: Intevention - Shopping Catuaí - 10 June 2009
Media placement: Intevention - Streets - 5 June 2009

Describe the objective of the promotion.
Londrina, an important city and cultural centre of southern Brazil, promotes FILO (Londrina Internacional Festival), but doesn't have its own municipal theatre. For 40 years, it is promised, but its still on paper. We were hired by the businessman who donated the land for the construction with the intention of highlighting a major undertaking on the side: one shopping, hotel, commercial buildings and entertainment complex. For that, it was essential to remember again the issue and mobilise society to pressure the government and thus build the theatre without the pressure of private interests.

Describe how the promotion developed from concept to implementation
We needed to make a popular call that was legitimate and seemed to be born spontaneously, so we created a fictional theatrical group, Os Sem Teatro (The Without Theatre), who protested during the festival to promote the construction of the theatre. We contract an artistic producer that enlisted young people in favour of the cause. They had invaded public squares, bars, malls, City Council and the cabinet of the mayor; with great bands, selling t-shirts, buttons and adhesives, engaging leaders of culture in the city. After all, who`s better than the artist to take attitudes that mobilise population?

Describe the success of the promotion with both client and consumer including some quantifiable results
The investment of 19,000 dollars in hiring the group and other materials: t-shirts, buttons, bumper stickers, posters, banners and costumes - had a return of 1.5 million dollars in spontaneous media. More than 8,000% of profit in an action of 50 days. The subject reached a large extent of regional vehicles of mass media, through news articles, debates and interviews with the involved ones in the discussion (producers of art, culture secretary, mayor and businessmen). For the first time in 40 years, leaders signed the agreements for the construction of municipal theatre. Until then there was never any contract signed.

Explain why the method of promotion was most relevant to the product or service
We could not let people know that our action belonged to a private enterprise who, despite donating the land, would benefit himself with this work. This would not be good. Thus, a conventional campaign of media probably would cause a deterioration in the image of our customer with society and with the public power (regional mayor and leaderships). So we created a fictitious group and we kept secret during the entire campaign. Then, we leave the interests of the customer implicit, only showing the noble cause to protest in favour of the construction of the municipal theatre.