O Estadao De Sao Paulo: Tamiflu

Credits & Description:

Entrant: Fcb Brasil, São Paulo
Brand: Estadão Newspaper - The Corruption Converter
Corporate Name of Client: Estadão Newspaper
Client Account Directors: Flávio Pestana/Marcelo Moraes
Client Account Manager: Marcela Dalla
Media Company: FCB Brasil, São Paulo
Media Executive Vice President: Fábio Freitas
Media Director: Cristina Omura
Media Supervisor: Nathalia Oliveira
Agency Planning Director: Bianca Reame
Planner: Carolina Valentim
Executive Account Directors: Mauro Silveira/Cris Pereira Heal
Account Director: Anna Sant´Anna
Account Supervisors: Henrique Neto/Renato Coelho
Account Manager: Juliana Peralta
Strategy Executive Vice President: Marcia Neri
Social Media Strategist: Márcio Rodrigues
Agency: FCB Brasil, São Paulo
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Fábio Simões
Copywriter: Romero Cavalcanti
Art Directors: Rafael Beretta/André Vervloet
Creative Technologist: Victor Hugo Odo
Director of Projects and Technology: Marcio Bueno
Technology Director: Gerson Lupatini
Director of Brand Content and RTV: Charles Nobili
TV Producers: Pedro Lazzuri/Ricardo Magozo
Project Manager: Suélen Mariano
Production Manager: João Albertini
Photography Studio: Antonio Brasiliano, São Paulo
Art Buyers: Tina Castro/Carol Silva/Daniel Gonçalves
Proofreaders: Miriam Audi/Paula Costa/Luciana Palmieri
Editors: Thiago Scalon/Rodrigo Resende/Dudu Doria
Audio Companies: Victor Patalano Company, São Paulo/Sonido, São Paulo
Synopsis:
Estadão, one of Brazil’s most important newspapers that was 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.
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.
The idea seeks to make the website more dynamic and extend the analyses of the news pieces by cross-referencing data from old and recent articles. This way, the news published daily also created traffic for the archive articles, keeping the reader longer on the website and increasing page views.
The tool would read the news pieces on the online newspaper, storing those articles that had corruptions numbers in its database. On all articles tagged, the monetary figures were highlighted; when the user moused over them, a tooltip would appear onscreen with our converter. The user would then choose a public good or service for the conversion: H1N1 vaccines, ambulances, school lunches, subway miles, etc. By clicking on “convert” the user would then be redirected to a page showing the result of how many of that good or service could be purchased with the amount shown, in addition to data visualization and news related to each of the social issues covered.
Reach (website traffic):
40% increase in number of visitors
68% increase in number of visits
Engagement (content interaction):
35
993 unique visitors/month
1,445,486 interactions/month
Content sharing:
14,455 shares on Facebook
43,356 shares on Twitter
7,227 shares on LinkedIn
Total shares: 65,047/months