Cannes Lions

RIP REST IN PLAYLIST

GLOBAL COMUNICACAO E MARKETING, Porto Alegre / PUTZGRILA RADIO / 2015

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Overview

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Credits

Overview

Description

Brazil’s situation in relation to Branded Entertainment has no specific characteristic that it is worth pointing out for this case. In order to avoid issues involving copyright infringement with the songs chosen by the dead rock stars, we arranged the playlists via Youtube using the videos that were originally made available by the artists and/or their record labels.

Execution

The campaign happened exactly as planned. Our goal was to create a project that would evoke curiosity among rock fans, religious people, as well as those with an interest in creativity, and all kinds of lovers or haters of a mysterious story.

The project was launched on November 2, 2014 (Day of the Dead) with a teaser video posted on Facebook. About one month later, the website was aired with the playlists and a documentary film. The first of 12 radio shows discussing the playlists was also aired.

All this context was activated worldwide through social networks and posters spread through the city and sent to Brazilian and foreign opinion-makers. During the next 3 months, the radio show was on air each week keeping the project alive.

Outcome

R.I.P. had a positive growth in number of visits to the Putzgrila Radio webiste (+112%) and was responsible to introduce it to the international market (+4258% on international traffic). It also increased the interest for the entire radio schedule.

??The Project gave rise to discussions in all targeted social circles. It was featured in major news portals, religious websites and music blogs in several countries. It was even broadcasted in competitor radio stations.

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Even with an investment about U$ 1,200 in production and U$ 1,000 in media, the project reached 3.9 million people and achieved U$ 884,927 of earn media.

Seven of the twelve radio shows were on the Mixcloud Top Chart.

The documentary film had a retention rate of 60% on Youtube.

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