Yahoo!: THE MINI AGENCY PROJECT

Credits & Description:

Category: Media, Arts and Entertainment

Advertiser: YAHOO!

Product/Service: ADVERTISING AWARD

Creative Director: Cleber Paradela (Agência Tudo)

Creative Director: Roberto Cipolla (Agência Tudo)

Creative Director: Pedro Fonseca (Agência Tudo)

Art Director: Tiago Vilas Boas (Agência Tudo)

Social Media Planner: Guilherme Cury (Agência Tudo)

Account Director: Daniel Jotta (Agência Tudo)

Account Manager: Camilla Carvalho (Agência Tudo)

Account Analyst: Ana Paula Rossi (Agência Tudo)

RTV: Guto Lins (Agência Tudo)

Director Brand Marketing: Ligia Carmo (Yahoo! Brazil)

Head of Latam B2B Marketing: Agenor Castro (Yahoo! Brazil)

Trade Marketing Manager – Brazil: Viviane Portela (Yahoo! Brazil)

Director: Fred Ouro Preto (Trio Studio)

Assistant Director: Gabi Jacob (Trio Studio)

Account Director: Ricardo Valente (Trio Studio)

Post Production: Sadau (Trio Studio)

Art Director: Andrea Van Caspel (Trio Studio)

Production Manager: Simone Cândido (Trio Studio)

Production Manager: Conrado Vidal (Trio Studio)

Soundtrack: Caito Cyrillo (Trio Studio)

Media placement: Online media - Blue Bus - Aug/02/2010

Media placement: Online media - Meio&Mensagem - Aug/02/2010

Media placement: Online media - Yahoo! Brasil - Aug/02/2010



Summary of the Campaign

To advertise the fourth edition of the Big Idea Chair, an award that’s well known to the Brazilian advertising industry, Yahoo! adopted a new strategy: it decided to do away with conventional advertising strategies and launched a campaign that was fully based on social media. The web reality show "The Mini Agency Project" was born under this concept. It consisted of a room equipped with 10 hidden cameras where 5 children (7 to 12 years old) managed 5 communication briefs with no help from adults. The action was captured on camera and gradually uploaded to YouTube during 5 weeks. Based on the concept "What does your idea want to be when it grows up?", the action had a great impact among advertising professionals in social media networks, generating significant results for the brand.



The Situation

- In 2007, Yahoo! launched the Big Idea Chair awards in Brazil. The event, which takes place in 13 additional countries, aims to improve the relationship between Yahoo! and the advertising industry. In its first three editions, the event called the attention of the country’s most prominent agencies with ads in specialized media and hotsites. In 2010, Facebook and Twitter became hugely popular in Brazil. As we had a very specific target audience, we were led to believe that social media networks would increase visibility and generate more engagement with less dispersion than traditional media. And so we decided to focus on that.



The Goal

Goal:

To increase the number of entries by 25%.



Target audience:

Professionals from the most prominent agencies and advertisers from the whole country, advertising students, members of the press and specialized blogs.



The Strategy

With this in mind, Yahoo! launched a web reality show called "Little Kids, Big Ideas". It consisted of an agency formed by children from 7 to 12 years old that had to manage complex briefs using simple tools like coloured pencils and glue.



Execution

The agency divided the process into three steps: before, during, and after.



BEFORE (5 days before):

- PR strategy

- Seeding the most important blogs



DURING (5 weeks):

- Publishing of 5 episodes of the web reality show

- Breakfast with the most important agencies

- A strategy fully based on social media networks

- Online media on trade publications

- Direct marketing with opinion leaders



AFTER (2 weeks):

- Publishing of the shortlist through the website

- Popular vote through the hashtag #YahooBIC

- Award event broadcast on Twitcam, where the winner was announced live.



Documented Results

- 80% more entries.

- 65 posts in blogs about advertising.

- 195,500 page views of the blog posts.

- 1,063 members on Facebook.

- 4,800 tweets.

- YouTube Brazil Ranking:

No.37 most Subscribed (This Week) - Brazil

No.3 most Subscribed (This Week) - Directors - Brazil

No.35 most Subscribed (This Month) - Directors - Brazil

No.79 most Viewed (This Week) - Directors - Brazil