Rock In Rio Film I’ll be the first by Artplan Rio de Janeiro

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I’ll be the first

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Industry Shows, Events & Festivals
Media Film
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Art Director Sergio Carvalho, Diego Hernandez, Hugo Monteiro, Rodrigo Campos, Alessandra Sadock
Copywriter Eduardo Salles, Gustavo Tirre, Guilherme Moreira Lopes
Producer Ronaldo Martins
Released January 2013

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ROCK IN RIO
Product/Service: MUSIC FESTIVAL
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Hugo Monteiro (Artplan)
Copywriter: Gustavo Tirre (Artplan)
Art Director: Alessandra Sadock (Artplan)
Art Director: Hugo Monteiro (Artplan)
Art Director: Rodrigo Campos (Artplan)
Copywriter: Eduardo Salles (Artplan)
Art Director: Sergio Carvalho (Artplan)
Producer: Ronaldo Martins (Grudaemmim)
General Director: Christian Rôças (Grudaemmim)
Creative Directors: Daniel Prata/Tim Perissé (Grudaemmim)
Project Manager: Rafael Turri (Grudaemmim)
Social Media Analyst: Fernanda Saboia (Grudaemmim)
Social Media Coordinator: Ana Cristina Fiedler (Grudaemmim)
Account Leader: Ana Baldan (Grudaemmim)
Copywriter: Guilherme Lopes (Grudaemmim)
Art Director: Diego Hernandez (Grudaemmim)
Account Manager: Rodolfo Medina/Elisa Simões/Mariana Lellis/Luiz Gustavo Tupinambá (Artplan)
Media placement: Site - Site - 16/09/2011

Insights, Strategy & the Idea
After 10 years, the Rock in Rio finally was coming back to Brazil. The yearning of the public was such that queues with more than 16 thousand people were formed at the points of sale and all 700,000 tickets were sold 5 months in advance. So far, so good. But what about the thousands of people that were left outside? There was a need to give them some hope to participate in the biggest music festival of the world. And then we had an insight. Make somebody that thought that he was left stranded, become the first person to get into the City of Rock.

Creative Execution
We created the contest “ I´ll be the first”, that gave the right to someone literally skip the queue and have the smug joy to enter the Rock in Rio. To participate was simple. During 7 days we launched daily challenges in the Twitter asking : “ how was the first trip” and “the first kick in the butt” . The 7 best answers would compete to the so dreamed of ticket to the Rock in Rio arriving in a limo and with access to the VIP area.

Results and Effectiveness
The winner, which was from the hinterland of the country, arrived under live coverage by the main broadcasters of the country. And also came out in the main newspapers by the next day. The promotion in less than an hour reached the top five of trending topics in Brazil. In 7 days, there were 14 thousand messages in the Twitter and 8 million users hit by the internet. All this with a budget of less than US$ 5,000.00.