BACKGROUND:

TBWA\LISBOA was the last agency to move to Lisbon's Advertising District. To make things even less creative and original, the agency went to the same building as BBDO, one of its biggest competitors...

PROBLEM:

How to make an extremely conventional real state decision generate maximum PR about TBWA\LISBOA's innovative and creative power?

STRATEGY:

Transform the agency 19 windows in the world's first "Urban Twitter". The 36m long tweets were about the hot topics of the portuguese society during its most severe crisis in more than 40 years: politics, taxes, troika, Europe, Merkel's visit, Obama re-election etc. Due to the fact that the building is located next to the city main entrance, the giant tweets impacted directly hundreds of thousands of citizens. Each tweet also generate a post in TBWA\LISBOA's Facebook Page.

OUTCOME:

With a total investment of €504 TBWA\LISBOA's Urban Twitter generated an Advertising Value Equivalent of €1.7 Million, not including the comercial value of a 36m long Billboard in a premium location.

Although most of the tweets were untranslatable, they were seen and commented on in not only in the Portuguese TV and press but also in the Spanish TV and press. Bloggers from all over the world also amplified the impact. Our Facebook Page key metrics have been boosted: 28 Day Total Impressions reached 443140 (+1329%), Total Page Likes increased 621%, Engaged Users reached 8089 (+2132%). Negative Feedback was in average 0,009%. There was a successful marriage proposal with more than 50.000 views in ou Youtube Channel. And - cherry on the cake -, the building is now known as the "TBWA building".

Phase 0: Concept/Craft

Make a stunt with as little money as possible. We opted to use our windows as media and a re-usable Alphabet. Cost: 504€.

Phase 1: Anonymous

We posted "Smile doesn't pay taxes", during a general tax rise. Buzz in the streets and radio. Photos of our building appeared in social media. Nobody knew who was responsible for it.

Phase 2: Facebook

2 days later launch of 19 Characters Project in TBWA\LISBOA's Facebook Page. Media started to write about us. More Tweets about Austerity measures followed.

Phase 3: Disclosure

Less than 3 weeks after we were in TV prime time (SIC). Público Newspaper also wrote about us in their Art Section. Facebook page fans doubled.

Phase 4: No shut down...

Goals achieved. Overwhelming reaction made it impossible to stop. High engagement (marriage proposal had 50K views in Youtube). Project crossed borders and we were on the Spanish TV.

With a total investment of €504 TBWA\LISBOA's Urban Twitter generated an Advertising Value Equivalent of €1.7 Million.

Although most of the tweets were untranslatable, they were seem and commented not only in the Portuguese media but also in the Spanish media and in Blogs from all over the world.

Our Facebook sky-rocked: 28 Day Total Impressions reached 443140 (+1329%), Total Page Likes increased 621%, Engaged Users reached 8089 (+2132%). Negative Feedback was in average 0,009%.

And - cherry on the cake -, new assignments in Social Media/Events from existing Clients, significant increase in pitch invitations and job applications.