Cannes Lions

DON'T LOOK BACK

GREY BRASIL, Sao Paulo / COCA-COLA / 2014

Case Film
Case Film
Supporting Content

Overview

Entries

Credits

Overview

Description

in Brazil most of the brands invest in brand content and brand entertainment.

The energetic drink category is a sample of this reality. Besides being sales leader, Redbull became the “owner" of branded content. And it’s followed by the vice leader TNT, that follows Red Bull’s strategy everywhere.

Far from them, in third place, Burn tries to be a “me too” with much less budget.

Execution

In Brazil, young people are generating more and more original content. The majority bets on music as the most important element.

“Funk ostentação”, “Tecnobrega” and “Sertanejo Universitário” are some examples of new musical trends that emerged from content generation and are, now, very successful in the country.

Outcome

Brand awareness raised 59%, preference rates raised 38% and 35% of the people watched the video until the end, including the ones impacted by paid media.

After the campaing the sell in was 70% higher than expected.

In 2 weeks we had more than 3 millions views on youtube.

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