Category: Best use or integration of experiential events
Advertiser: TOTALCOM GROUP
Product/Service: MOVEMENT FOR SUSTAINABILITY
Agency: FISCHER & FRIENDS
Chief Executive Officer Totalcom Group: Eduardo Fischer (Fischer&Friends)
Media placement: Forum&Festival - Open TV, Cable And Internet - November 2011 -12,13 And 14th
Campaign Description
A lot has been said in the media about sustainability and the future of our planet. However, could it be that young people – the ones responsible for guaranteeing this future – have really been listening? It was with this in mind that TotalcomGroup, one of Brazil’s largest communication groups, decided to use music in a totally innovative manner to sell the idea of sustainability.
Effectiveness
Through music, the sustainability theme turned to content, which certainly sounded interesting to the 185,000 people in the arena, and millions more that watched the transmission live through the internet and on television, with the coverage of the largest network in the country. Talk about content!
Implementation
To be more specific: we created more than an event or a music festival - we created a communication platform whose theme was Sustainability, with a duration of 3 days and with 750 artists – among them the Black Eyed Peas, Snoop Dog, Kanye West, Lynyrd Skynyrd and Peter Gabriel.
Outcome
More than being just a festival, SWU made Sustainability become the subject of an eco-scavenger hunt with the participation of 84 universities in the country, a TV show, 30m page views in the site, 8m accesses to SWU TV and 300,000 followers on Twitter and Facebook. And more: promoted recycling workshops, art instalments and the Global Sustainability Forum that had speakers such as the Nobel prize winner Rigoberta Menchú, Neil Young, Daryl Hannah and Sir Bob Geldof. During the 3 days of the festival, and many others during the year, we were able to bring together what young people love – music, to what they need most – create a better future for the planet.