Reclame Aqui: Reclame Aqui

Credits & Description:

Brand RECLAME AQUI
Entrant GREY BRAZIL SAO PAULO
GREY BRAZIL Sao Paulo, Brazil Entrant Company
GREY BRAZIL Sao Paulo, Brazil Idea Creation
Rodrigo Jatene Grey Brasil Co-president & CCO
Adriano Matos Grey Brasil VP, Executive Creative Director
Bruno Brux Grey Brasil Creative Director
Rafael Gonzaga Grey Brasil Creative Director
Guilherme Pinheiro Grey Brasil Copywriter
Andre Choairy Grey Brasil Copywriter
Tiago Pinheiro Grey Brasil Art Director
Marcia Esteves Grey Brasil Co-President
Elise Passamani Grey Brasil VP, Operations
Raquel Messias Grey Brasil VP, Planning
Thiago Franzão Grey Brasil VP, Media
Nathalia Beividas Grey Brasil Integrated Production Director
Renata Ruas Grey Brasil Broadcast Production Director
Robinson Silva Grey Brasil Print Production Director
Monique Oliveira Grey Brasil Project Management
Tainá Mônaco Grey Brasil Project Management
Savoir Tecnologia Savoir Teconologia Technology team
Gabriel Pinzetta Reclame Aqui Digital Production
Diego Campos Reclame Aqui Digital Production
André Rocha Reclame Aqui Digital Production
Maurício Meirelles Maurício Meirelles Journalist
Studio Penka Studio Penka Image Production team
Diogo Mangiacavalli Studio Penka Studio Penka team
Raphael Nahun Gentil Studio Penka Studio Penka team
Pérsio Guerreiro Studio Penka Studio Penka team
Satélite Audio Satélite Audio Audio Production team
Kito Siqueira Satélite Audio Satélite Audio team
Roberto Coelho Satélite Audio Satélite Audio team
Fernanda Costa Satélite Audio Satélite Audio team
Tatiane Dias Ferreira Satélite Audio Satélite Audio team
Erik Moore Satélite Audio Satélite Audio team
Per Pedersen Grey Global Global Creative Chairman
Eduardo Maruri Grey LATAM Regional CEO
Diego Medvedocky Grey LATAM Regional CCO
Synopsis
General elections are scheduled to be held in Brazil in October 2018. More than 40,000 candidates favored by a complex justice system designed to hide their acts of corruption are flooding the country with electoral campaigns. That's why ReclameAQUI, the number one consumer-protection company in Brazil, decided to expand its business to citizen-rights. And in a country with over 200 million smartphones, there was no better way to fight corruption then turning their phones into a weapon against corruption.
Strategy
The strategy was simple: when corrupt politicians show their faces, we drop their masks. In a year when politicians must ask for votes to a country where there is a smartphone for each citizen, we gave a useful weapon to voters that left the corrupt ones no place to hide: a simple and free app. Since voting is mandatory in Brazil, Corruption Detector app has put, for the first time, the hunt for dirty politicians in the hands of people. People can now see the true face of corrupt politicians, and with an up and coming election, 120 million voters can now change the face of the country.
Outcome
In just one week Corruption Detector became the most downloaded App in Brazil, with more than 400.000 downloads. It was also highlighted as #1 Apps We Love at Apple Store and #1 Trending Apps at Google Play. In a few days, Corruption Detector took over the media and social conversations. With zero media investments, more than 120 million people were impacted. The project became a mass topic of discussions of voters and authorities, including Federal investigators at the Operation Car Wash and the Attorney General of the Republic, Rodrigo Janot. As a result, while corrupt politicians tried to sue us, clean politicians used it on social networks to promote their integrity. But, most importantly, by knowing the true face of each candidate, voters can now change the face of the country.
Execution
The Corruption Detector app uses Microsoft facial recognition technology, which gives it 98% accuracy. In order to create our database and make it simple for anyone to understand, we had to gather data across hundreds of courts all over Brazil. It took us months to analyze, select which accusations and investigations concerned corruption or public administration fraud, and organize the information into one simple list. Then, we translated the legal jargon into all those incomprehensible court records into language anyone would find easy to understand. The app was launched by one of Brazil’s most renowned comedians, who went to Brasília, and stood outside Congress, taking selfies with politicians and showing Brazilians how the app works. Since then, the number of downloads has never stopped growing.
Campaign Description
Based on facial recognition, Corruption Detector is a free APP that draws on a comprehensive database with all the official records of corruption, previously hidden in hundreds of courts across Brazil. By simply pointing a phone at a candidate, voters can now spot the corrupt ones in purple, no matter where they are: TV, papers, internet, outdoors and even in person. All data organized by the app is available for reference at any time. And on election day, users will receive an important notification: a reminder not to vote for a corrupt politician.