Jwt: TWEETMAS

Credits & Description:

Category: Corporate Communication

Advertiser: JWT

Product/Service: JWT

Agency: JWT BRAZIL

Agency: GIUSTI COMUNICAÇÃO

Executive Creative Director: Roberto Fernandez (JWT)

Executive Creative Director: Ricardo John (JWT)

Creative Director: Enoch Lam/Roberto Fernandez/Ricardo John (JWT)

Copywriter: Marlon Zanatti (JWT)

Copywriter: Fernando Duarte (JWT)

Art Director: Christian Faria (JWT)

Art Director: Angela Bassichetti (JWT)

Art Director: Felipe Cretella (JWT)

Art Director: Lucilia Borges (JWT)

Art Director/Technology: Francisco Andrade (JWT)

Art Buyer: Renata Sayao (JWT)

Art Buyer: Rodrigo Alberini (JWT)

Photographer: Regis Fernandez (JWT)

Account Manager: Fernanda Antonelli/Luciana Rodrigues (JWT)

Account Supervisor: Carla Magro/Yves Rodrigues/Adriana Assumpção (JWT)

Video Edition: Felipe Madureira (JWT)

Technology: Israel Del Barco/Powerlight / Agência Casa / Francisco Andrade

Planner: Fernand Alphen (JWT)

Graphic Producer: Flavio Schaefer/Flavio Colella/Maira Chinaglia (JWT)

Media placement: Ambient - JWT Cyber - 6 December 2011



Summary of the Campaign

Merry JWTweetmas: a different Christmas card that wishes a Merry Christmas to clients, employees and the neighbourhood. Over 80,000 lights were installed on the branch's façade, 191 independent channels to control the synchronisation of the lights, in addition to 3 'singing faces' that interact and sing a diverse playlist with Christmas songs. The playlist is not random: It was determined by tweets votes of who was watching the show.



The Situation

Each year we send to our clients a Merry Christmas card. We know that clients receive a lot of Christmas Cards every year. So, this year, we want to do a new thing and have a different approach to engage not only our clients.



The Goal

Impact our clients, employees and neighbourhood with a different Christmas card that they could interact to have a personal experience, remember all year long year and use to spread the message of a Merry Christmas and a Happy New Year.



The Strategy

Produce a live event with a Christmas songs light show to wish a Merry Christmas to clients and employees. The audience could participate live and decides via Twitter which music will be the next to be played.



Execution

In 18 days of shows over 80,000 lights were installed on the branch's façade, 191 independent channels to control the synchronization of the lights, in addition to 3 'singing faces' that interact and sing a diverse playlist with Christmas songs. The playlist is not random: It was determined by tweets votes of who was watching the show.



Documented Results

- More than 2.000 people interacted with the show listening, watching and participating via mobile.

- 18 days, 2-hour-shows and the audience increases day by day.

- 1 blocked street in front of JWT São Paulo at showtime.

- Residential apartments turned into VIP places to watch the show.

- 1 neighbourhood full of joy and Christmas feelings.