Title | Filhos do Rock |
Agency | FCB Brasil |
Campaign | Filhos do Rock |
Advertiser | Sky |
Brand | Sky |
Posted | June 2012 |
Business Sector | Cable / Satellite Services |
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 | 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. |
Result | 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. |
Media Type | Others |
Art Buyer | Tina Castro |
Art Director | Adriano Alarcon |
Sound Producer | Play it Again |
Illustrator | Indio San |
Art Director | Rodrigo L. Rodrigues |
Creative Team | Ricardo Martin Neto |
Creative Team | Ricardo John |
Creative Team | Rodrigo L. Rodrigues |
Creative Team | Mauricio Diament |
Creative Team | Carlos Santos |
Creative Team | Ader Moreira |
Creative Director | Benjamin Yung Jr |
Creative Director | Ricardo John |
Creative Director | Adilson Xavier |
Copywriter | Adriano Alarcon |
Photographer | Leandro Teixeira |
Media Director | Alexandre Ugadin |
Media Director | Sandra Carvalho |
Digital Creative Director | Mauro Ramalho |
Photographer | Marcia Ramalho |
Advertising Manager | João Paulo Marques |
Advertising Manager | Marcelo Miranda |
Account Manager | Mauro Silveira |
Account Manager | Marco Aymoré |
Account Manager | Renata Velloso |
Account Manager | Juliana Nascimento |
Account Manager | Patricia Marinho |
Account Manager | Pedro Fuhrer |
Advertising Manager | José Ricardo Gallian |
Production Company | Gata Cine Produções Ltda |
Account Planner | Pedro Cruz |
Account Planner | Tatiana Weiss |
Copywriter | Ricardo Martin Neto |
Copywriter | Ricardo John |
Graphic Producer | Diego Bischoff |
Graphic Producer | Edgardo Pasotti |