PR > Sectors & Services

99-DAY WORLD ANNIVERSARY

DDB BRASIL, Sao Paulo / DDB / 2011

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Overview

Credits

OVERVIEW

BriefExplanation

In 2010 DDB Brasil completed 21 years and the agency’s objective was to celebrate its anniversary in a different way that could draw people’s attention and aggregate brand value. So how could we turn 21 in a relevant way both in Brazil and abroad? The solution was to create a campaign that would choose a 21-year-old student to become the agency’s Trend Hunter during a 99-day trip around the world. The winner was chosen via an open competition with 21-year-olds all over the country who spoke English fluently. There were 4 phases: general knowledge exam, video production, creation and maintenance of a blog and an interview with the agency’s president. To promote the action, we created offline ads and much buzz on social networks and PR. After the interview with the press and the promotion on social networks, 4 thousand people were considered as candidates. The selection process took 3 months. Newspapers in Brazil and abroad covered the campaign, which generated more than US$ 1.4 million in positive spontaneous media.

ClientBriefOrObjective

The campaign wanted to reinforce DDB Brasil’s image in the country and abroad, increasing the desirability factor for future young employees, clients, talents, and prospects. The aim was to receive 2 thousand application forms for the project and generate twice the amount invested in media. In the first three days only 2,000 able candidates had already sent their application forms and at the end of the first round, there were 4 thousand candidates, a number that surprised us. From September to April, more than US$1.4 million were generated by spontaneous media.

Execution

Interview to the press on September 27 at DDB Brasil, headed by President Sergio Valente.

-Press releases and interviews on regional media to drive students to send in their application forms from all over the country. Social networks were used to attract the target. Actions in colleges and universities also took place- An exclusive article in one of the country’s most important newspapers was a way to aggregate relevance and present the chosen candidate’s profile.

- International newspapers. A press release containing the results was sent to each country.- In every city Lucas visited he met a journalist. The highlight was the meeting with the New York Times journalist.-To celebrate Lucas’s return we prepared an interview in the most important Brazilian Talk Show: Jo Soares, considered Brazil’s David Letterman. We also arranged an exclusive interview in one of the most renowned magazine and journals.

Outcome

The DDB Brasil’s 21st anniversary action managed to generate US$1.4 million in spontaneous media including prestigious vehicles such as The New York Times, Times of India, Sun Harold, Contagious, Shots, Creativity and the main newspapers in Brazil, such as O Estado de Sao Paulo, Folha de Sao Paulo, O Globo. There was also a 15-minute interview in Brazil’s most important talk show, hosted by Jo Soares, known as Brazil’s David Letterman. On social networks, the action impacted more than 4 million people in Brazil and abroad. The result surprised expectations because we were only aiming at profiting twice the US$300,000 spent on the project.

Strategy

The PR strategy meant the creation of an action relevant enough to attract the attention of the Brazilian and international press to the brand, with a project that lasted and reverberated during 9 months, generating lots of spontaneous media. To reinforce the agency’s values, we mixed interviews to the press, exclusive articles and meetings with journalists in Brazil and abroad. The strategy generated results way beyond what we had expected.

TheSituation

DDB Brasil is one of the largest and most awarded agencies in the country, being elected three times Agency of the Year in Cannes, Interactive Agency of the Year and winner of 89 Lions. With creative excellence well-known around the world, the agency saw an opportunity in its 21st anniversary to create a campaign that could strengthen its image even further, associating the brand to relevant content. A PR strategy was the ideal way to reach two objectives: attract the largest number of students interested in participating in the project and generate relevant content via Trend Hunter through blog www.99novas.com.br.

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