Marcelo Miranda
Marcelo Miranda
Advertising Manager at BSkyB Ltd
São Paulo, Brazil
TitleFilhos do Rock
Agency
Campaign Filhos do Rock
Advertiser Sky
Brand Sky
Story

SKY was one of the sponsors of Rock in Rio 2011 and needed to be highlighted among the other brands, taking advantage on the opportunity to become closer to the young audience. Another objective of the action was to propagate the positioning of the brand: “Conectando gerações[1]”. Finally, we should generate demand for the social networks, aiming at encouraging users to interact with the brand.

[1] Connecting generations 

Philosophy

Ensuring long life to rock was the strategy chosen by SKY. That was the way the project Filhos do Rock in Rio[1] was born, whose mission was to perpetuate this passion. Part of the campaign was titled ALTAR DO ROCK, which invited people in shows of the event and also through Facebook to get married in the name of rock. At the[JM1] social network, people proposed to someone and, in case of YES, the fiancés invited friends for a virtual celebration. The couple that achieved the largest number of guests for the party received a rock’n’roll honeymoon in Las Vegas.

[1] Sons of the Rock in Rio

 

Problem <p>SKY was one of the sponsors of Rock in Rio 2011 and needed to be highlighted among the other brands, taking advantage on the opportunity to become closer to the young audience. Another objective of the action was to propagate the positioning of the brand: “Conectando gerações[1]”. Finally, we should generate demand for the social networks, aiming at encouraging users to interact with the brand.</p> <p> </p>
Result <p>Over 17 thousand people downloaded the app. There were over 5 thousand proposals and 1,686 people got married in the name of the rock on Facebook. Over 3 thousand people formalized the proposal to apply for the honeymoon, and 5,179 people were guests or best people at the weddings. Thepost-action increased 80% its average ticket.</p> <p> </p>
Media Type Others
Art Buyer
Art Director
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Illustrator
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Creative Director
Creative Director
Creative Director
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Media Director
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Other
Photographer
Advertising Manager
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Account Manager
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Account Manager
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Advertising Manager
Production Company
Account Planner
Account Planner
Copywriter
Copywriter
Other
Other

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