SIC Noticias: Good News Network by Leo Burnett Iberia Madrid for Sic Noticias

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SIC Noticias: Good News Network

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Industry Publishing, streaming & media
Media Film, Digital, Interactive & Mobile
Market Portugal
Agency Leo Burnett Iberia Madrid
Director Ricardo Albiñana Jr.
Creative Director Renato Lopes
Art Director Thiago Cruz E Pedro Hefs
Copywriter Erick Rosa, Fernando Duarte, Steve Colmar
Editor João Rebelo
Released May 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: SIC NOTICIAS
Product/Service: TV NEWS CHANNEL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 15 2011
Entry URL: http://www.ourawardsite.com/2011/sic-noticias/the-good-news-network/titanium-and-integrated/
Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Thiago Cruz/Pedro Hefs (Leo Burnett Iberia)
Copywriter: Erick Rosa/Steve Colmar (Leo Burnett Iberia)
Account Executive: Mafalda Coelho (Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Iberia)
TV Producer: Hugo Lage (Leo Burnett Iberia)
Producer Company: (Albiñana Films)
Executive Producer: Paula Maluf (Albiñana Films)
Director: Ricardo Albiñana (Albiñana Films)
Photography Director: Ricardo Albiñana (Albiñana Films)
Editor: João Rebelo (Albiñana Films)
Post Production: (Light Films)
Sound Production: (Dizplay)
Digital Production: Pedro Martins/Monica Rocha (ARCWW)
Journalist: Luis Ferreira Lopes
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: TV - Sic Noticias - 15/01/2011
Media placement: Internet - Website - 15/01/2011

Describe the campaign/entry
Portugal is struggling against a severe political and financial crisis. Everywhere you look, you see bad news. Be it in newsstands or on TV, it’s impossible to avoid them.
And what can a TV News Channel do in this situation? SIC Noticias launched The Good News Network. A project created to give the best news one can get in a time of crisis: a job.
But to do that, we had tough a challenge to face: these days a resume of an unemployed worker has a long and torturous journey until it reaches the person who has the power to decide.
To solve this, we put the unemployed where decision makers would actually see them: the highest rated TV News Channel in the country.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Good News Network created a shortcut into this bureaucratic recruitment process which established a more direct contact between the unemployed and the people who actually decide.
It all started with an unusual TV strategy. Instead of a regular TV spot, we used the space so unemployed workers could read their resumes as they were introduced by the Financial Editor of the channel.
At the end of it, people were invited to visit the website umaboanoticia.com. On this website, the unemployed workers could upload their resumes while employers could search for the people they needed.

Give some idea of how successful this campaign/entry was with both client and consumer
In a few weeks thousands of people were registered. And the contacts for interviews just keep coming.
Oswaldo, one of the unemployed workers featured in the TV spot has just been contacted for an interview. The very first in person interview in over three years of unemployment.
At a time when people only received bad news, we had the best result we could ever expect: we gave some good news for a change.