Cannes Lions

INTERNET SERVICE PROVIDER

WMcCANN, Sao Paulo / GLOBO TV / 2011

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Overview

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Credits

Overview

Description

Passione was a famous soap opera in Brazil. And most of the scenes were shot at Toscana, Italy. Globo.com broadband launched a promotion and gave one trip to Italy, to the locations where Passione was shot. A woman read that in her notebook and showed it to her husband. And she starter do imagine the two of them at the fields of Toscana. But suddenly she also imagined a beautiful italian girl and see her husband staring at that italian girl. She became angry.

Execution

The content provider ended the period of 2010 as leader in all categories. Its branded web channels became leaders as well. Users changed their homes to globo.com and payed the symbolic amount of 0,99 cents to subscribe the best e most relevant content in brazilian internet.In a restricted area (subscribers channel only) the average video views, was 200 million/month. It's Brazil's second biggest video audience, just behind YouTube, of course.

Outcome

The objective was to gain audience, and become leader in all categories as news, entertainment, sports and content goes. The target audience was especially the young, between 16 to 21 all classes, all sexes. They would consider globo.com as their main content provider but were unwilling or not motivated to change the browser's default home address. The idea was to change the target we've been addressing. From young adults 21-25, to the youth 16-21. To do so we had to change the language, the concept, the relevance.

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