O Estadao De Sao Paulo: The Corruption Converter [image]

Credits & Description:

Title: The Corruption Converter
Agency: Fcb Brasil
Brand: Estadão Newspaper
Country: Brazil
Entrant Company: Fcb Brasil, São Paulo
Advertising Agency: Fcb Brasil, São Paulo
Media Agency: Fcb Brasil, São Paulo
Pr Agency: Fcb Brasil, São Paulo
Production Company: Umstudio.Com, São Paulo / Antonio Brasiliano, São Paulo / Victor Patalano, São Paulo / Fcb Brasil, São Paulo
Chief Creative Officer: Joanna Monteiro (Fcb Brasil)
Executive Creative Director: Fabio Simões (Fcb Brasil)
Director Of Projects And Technology: Marcio Bueno (Fcb Brasil)
Executive Account Director: Cris Pereira Heal (Fcb Brasil)
Account Director: Anna Santanna (Fcb Brasil)
Account Supervisor: Henrique Neto (Fcb Brasil)
Media Executive Vice President: Fábio Freitas (Fcb Brasil)
Commercial Executive Director: Flávio Pestana (Estadão)
Marketing Director: Marcelo Moraes (Estadão)
Marketing Manager: Marcela Dalla (Estadão)
Production Manager: João Albertini (Fcb Brasil)
Production Assistent: Camila Galdêncio (Fcb Brasil)
Production Assistent: Daniela Fonseca (Fcb Brasil)
Creative Director: Romero Cavalcanti (Fcb Brasil)
Media Supervisor: Nathalia Oliveira (Fcb Brasil)
Director Of Brand Content And Rtvc: Charles Nobili (Fcb Brasil)
Tv Producer: Pedro Lazzuri (Fcb Brasil)
Project Director: Gerson Lupatini (Fcb Brasil)
Art Director: Rafael Beretta (Fcb Brasil)
Art Director: André Vervloet (Fcb Brasil)
Project Manager: Suelen Mariano (Fcb Brasil)
Media Director: Cristina Omura (Fcb Brasil)
Creative Technologist: Victor Hugo Odo (Fcb Brasil)
Editor: Dudu Doria (Fcb Brasil)
Editor: Rodrigo Resende (Fcb Brasil)
Production: Diego Bischoff (Fcb Brasil)
Production Assistent: Mariana Carneiro (Fcb Brasil)
Production Assistent: Natasha Zaminiani (Fcb Brasil)
Executive Account Director: Mauro Silveira (Fcb Brasil)
Tv Producer: Ricardo Magozo (Fcb Brasil)
Proofreader: Miriam Audi (Fcb Brasil)
Proofreader: Paula Costa (Fcb Brasil)
Proofreader: Luciana Palmieri (Fcb Brasil)
Art Buyer: Tina Castro (Fcb Brasil)
Art Buyer: Carol Silva (Fcb Brasil)
Art Buyer: Daniel Gonçalves (Fcb Brasil)
Account Manager: Juliana Peralta (Fcb Brasil)
Account Supervisor: Renato Coelho (Fcb Brasil)
Editor: Thiago Scalon (Fcb Brasil)
URL: http://www.derealpararealidade...
Campaign Description:
Brazil is going through generalized crises. The political and economic crises are aggravated by collapses in public services, just as the greatest corruption scandals in the history of the country are coming to light. There are so many accusations, involving such enormous sums of money, that readers fail to grasp the magnitude of what they represent. Therefore, we created “From Real to Reality – The Corruption Converter”. The tool allows users to convert the figures reported in news articles involving corruption into public goods and services that people always need but don’t always receive. This established a connection between the news about money that went missing to the news about where it is sorely needed.
Synopsis:
Estadão, one of Brazil’s most important newspapers, founded 141 years ago, needed to transfer to its digital version the credibility commanded by its print version. At the same time, it needed to incorporate more technology and make the analyses published online more interactive, thereby bringing more readers to its online portal and driving up the number of advertisers.
Outcome:
Reach (website traffic)40% increase in number of visitors68% increase in number of visits Engagement (content interaction)35
993 unique visitors/month1,445,486 interactions/month Content sharing:14,455 shares on Facebook43,356 shares on Twitter7,227 shares on LinkedInTotal shares: 65,047/month
Strategy:
Purely editorial and with a high potential for spreading, the idea transforms what is being robbed from the public into concrete examples of goods and services, thus attracting new readers to the digital version of the newspaper.
Execution:
Purely editorial and with a high potential for spreading, the idea transforms what is being robbed from the public into concrete examples of goods and services, thus attracting new readers to the digital version of the newspaper.