Cannes Lions

CLOSE UP

OGILVYINTERACTIVE, Sao Paulo / UNILEVER / 2002

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To conquer the attention of the youngsters for CloseUp, we developed a viral strategy. We created the personal website of a virtual girl (SeteZoom) and put special ingredients on it to make her famous on the web. Nobody knew if she was real of virtual (she appeared in 3D images). It was possible to chat with her through a BOT, something new in Brazil. We created her past, her family, her friends, using real photos and real facts. We hired a team of teenagers that worked online, spreading her site to their friends by e-mail, chat rooms, ICQ, group discussions, forums, etc. Then, we implemented a strong press strategy. We also generated high-impact actions to get credibility for the story: a hacker attack, a fake fan club website and a photo essay published in a big portal. In two months, she became a celebrity, with hundreds of stories published by the local press and thousands of unique visitors to her website. Finally, we associated the brand with her. We launched a campaign communicating that CloseUp hired SeteZoom to be the hostess of its new website, Fator CloseUp (a match maker tool). All of this is closely associated with the brand concept, which is: Get closer with CloseUp.

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