Advertiser: GLOBO
Agency: TV GLOBO
Category: Corporate Image & Information
Advertising campaign: COMING UP NEXT
Social Media Manager: Daniela Pereira (Globo)
PR Manager: Duda Pereira (Globo)
Designer: Alexandre Romano (Globo)
PMO: Ilana Teresa (Globo)
Creative Director/Copy Writer: Marcos Pedrosa (Globo)
Art Director: Rodrigo Campello (Globo)
Art Director: Leonardo Pomposelli (Globo)
Art Director: Andre Reignier (Globo)
Account Manager: Andrea Couto (Globo)
Planner: Bernardo Magalhaes (Globo)
Art Director: Bruno Di Célio (Globo)
Corporate Communications Director: Monica Albuquerque (Globo)
Film Director: Oscar Rodrigues Alves (Globo)
PR Director: Andrea Doti (Globo)
Press Manager: Paula Lordello (Globo)
CMO/Creative Director: Sérgio Valente (Globo)
Strategy
In 2013,Globo,the largest Brazilian TV network,released its upcoming television season in an unprecedented way:a TV show. That's how the campaign called “Vem Aí” (Coming Up Next) came about as a broadcast production watched by over 47 million people. The outcome is an unparallel mass media action in world TV. With the show as a platform to keen and bring awareness to advertisers and audience, Globo strengthened its status as the most innovating content producer. From ad films to sports events transmissions; from bumpers and fillers to newscasts scripts: Globo Marketing Team built a strong cross media strategy to promote the expression VEM_AÍ. It became the channel's tagline,developed to celebrate the network and the new programming:the channel´s signature. Taking advantage upon the local vast musical scene,a tune was produced and its video clip, performed by 53 of Brazilian finest pop stars. A great deal of digital efforts were also required,and with the app VEM_AÍ,Globo launched the first social TV app in the national market.
Execution
The new campaign was supported by the production of: on air fillers starring actors, hosts and journalists/news anchors. These pieces were released on air 14 days before the show; 54 on air promos aired inside commercial breaks for 4 days;17 newspaper and magazine ads explaining what the term “Coming up Next’ (“Vem aí”) meant and inviting the spectator to participate in Globo's programming celebration. Out of home media: Physical pieces in acrylic written “Coming Up Next” (Vem aí) were produced.Each had different objects inside the acrylic suggesting journalism, entertainment, sports and shows.These pieces were spread in public places in Rio de Janeiro and São Paulo. Cross media among several programs was used to invite Brazilians to watch the show. Finally, broadcasting the upfront with more than 1000 guests. And to help viralize the new programming,a mobile app was created that worked as a second screen during the show, broadening the spectators' experience and sharing their information on social networks.
Effectiveness
Over 47 million watched the TV show with 27 ratings points (a 17,4% enhance on the average rating); On line converage:over 250 people following in real time;Website expusure average jumped from 2’51” to 16’ 12”;Free press coverage: 356 newspaper pages,$20 million.Tons of app’s downloads within less then 5 days;More than 600 articles published about the campaign; ROI:over 300%;1 million twitter impression. World Trend Topics:#vem_ai along with over 8 related expressions; The event: more than 1,000 guests; Out of home media affected 4.5 million people. ...and the most important of all: turn a trade event into Brazilian internet’s most commented TV show and a prime time broadcast rating leader within only tree weeks.