Tv Globo: SUBURBIA

Credits & Description:

Advertiser: GLOBO
Agency: TV GLOBO
Category: Best use of Broadcast
Advertising campaign: SUBURBIA
Social Media Manager: Daniela Pereira (Globo)
Copyrighter: Carlo Iulio (Globo)
PMO: Ilana Tersa (Globo)
Creative Director: Marcos Pedrosa (Globo)
Corporate Communication Director: Mônica Albuquerque (Globo)
Author: Paulo Lins (Globo)
Art Director: Rodrigo Campello (Globo)
PR Coordinator: Viviane Tanner (Globo)
Art Director: Bruno Di Célio (Globo)
Author: Carla Madeira (Globo)
PR Manager: Duda Pereira (Globo)
Production Manager: Erika Matta (Globo)
Author: Luiz Fernando Carvalho (Globo)
CMO/Creative Director: Sérgio Valente (Globo)
PR Director: Andrea Doti (Globo)
Planner: Bernardo Magalhães (Globo)
Art Director: Gabriel Plaisant (Globo)
PR Manager: Paula Lordello (Globo)

Relevancy
The channel had been researching ways to narrow its relationship with its audience that increasingly wanted to be represented without stereotypes. Within this context, they needed to improve their reputation among the most critical viewers. With Suburbia, Globo needed to introduce the power of reality. The Brazilian suburb is where many of the humble Brazilian workers live. These people´s reality is: a mixture of hard work, the birth of black movements, religion and a constant search for happiness with very few resources. Through the launch of the mini-series,the network had to strengthen its reputation with its audience who increasingly wanted to see its reality represented, without stereotypes. With Suburbia, Globo strengthened its ties with the Brazilians.

Campaign Description
TV Globo, the largest Brazilian TV network, faced the challenge of transforming 'Suburbia', its new mini-series, into a great mirror that placed the suburbs on the center of the stage and making it as realistic as possible. The suburbs in Brazil are where the birth of most cultural movements occur. It is where the average hard working Brazilian lives; striking for survival and in the pursuit of happiness. It was an ode to the suburbs, a portrait of the lives of these people.A miniseries, with a predominantly black and unknown cast, that evoked pride and a feeling that the stories of the suburbs were on TV. Through the launch of the mini-series, the network had to strengthen its reputation with its audience, who increasingly wants to see its reality represented, without stereotypes. We used Facebook as a casting platform and placed unknown faces in the cast: those of real people and not famous actors. Reality invaded fiction. In a partnership with Museu da Pessoa (People Museum), we brought to the Internet statements of the actors telling their true stories, mixing reality with fiction. The advertising campaign occupied suburban territories. Trailers of the series were shown on ferryboats, trains. 'Suburbia Trains' started crossing suburbs. Seminars at colleges discussed the conditions of the suburbs. The media classified the launch as one of the most innovating TV launches in 2012. In its premier week, the miniseries 'Suburbia' was the fourth most commented subject in Brazilian media. Over 48 millions of people were exposed to press notes related to the mini-series. The spontaneous-media exposure cost was equal to 2,5 million dollars in advertising. Over 21 million Brazilians were tuned into Globo for the premier episode. With Suburbia, Globo strengthened its ties with the Brazilians.

Client Brief Or Objective
The channel had been researching ways to narrow its relationship with the audience that increasingly wanted to be represented without stereotypes. Within this context, they needed to improve their reputation among the most critical viewers. With Suburbia, Globo needed to introduce the power of reality to its dramaturgy.

Execution
We did the casting through Facebook. Over 2,000 candidates sent material. The cast was mostly formed by unknown actors. The first miniseries with a black author in Brazilian TV. The media made a big buzz of it, drawing attention to the reality of the suburbs. The campaign went to the suburbs with the airing of the commercials at subway platforms, buses, suburb movie theaters, ferryboats. The Suburbia Train crossed the suburbs. The first interactive channel in Brazilian TV, where the spectator photographed the TV and received the commercial sound track by email. Seminars at two of the biggest Brazilian universities discussed the conditions at the suburbs. A partnership with Museu da Pessoa eternalized statements with the main cast members telling their true stories joining reality and fiction on the Internet.

Effectiveness
Over 21 million viewers watched the series' premier episode. The media called it one of the best shows on Brazilian TV in 2012. We established a new quality standard and achieved the first online casting in Brazilian TV. Almost _ people were exposed to press notes related to the miniseries. The spontaneous media exposure cost was equal to __ in advertising.

Strategy
The campaign was created for Globo, the fourth largest TV network in the world and the leader for 40 years in Brazil. The channel had been researching ways to narrow its relationship with the audience that increasingly wanted to be represented without stereotypes. Within this context, they needed to improve their reputation among the most critical viewers. With Suburbia, Globo needed to introduce the power of reality to its dramaturgy. But how to launch a mini-series and target viewers that are used to super productions packed with super TV stars? That’s what challenged us to create the project.