Agency:

Client: Claro

Job: Claro Tide – Summer Hospitality Centre

Date: Summer/ 2005

Overview:

How it happened:

Presentation Transcript (for non-flash devices):

1. CLARO TIDE 2005 CASE OF THE YEAR
2. HIGHLIGHTS 1. Through a co-branding effort led by the agency, Claro was able to hit the streets with a project that exceeded in 60% its proposed budget. To make it happen, I was the one in charge of identifying potential partners and tailoring unique opportunities for each of them. Due to that, we successfully brought on board brands like Siemens, Ford, Reebok Sports, Nike, Sirena Club and many others. 2. The whole project was only made possible due to my personal connection within harbour authorities. Through my direct intervention we were able to find a cargo ship with the exact size and cost that was needed.
3. BONUS! The cargo ship was intentionally anchored in a “dead zone” but, as it was equipped with its own antenna, it allowed Claro to provide a flawlessly service: a clear benefit for its customers and a potential trial opportunity (almost an obligation) for non- clients!
4. BACKGROUND Every summer, millions of people leave their cities towards Brazilian coastal cities for their vacations. To keep in touch with these costumers, and also generate extra-awareness, many brands follow their steps and temporary move their communication efforts to these places. From trial tasting to experiential campaigns, during these months everything happen by the sea!
5. CHALLENGE The Brazilian Carrier Claro conducted a pitch to find the best way to introduce its new package of multimedia services, known as “Claro Ideas”, during the summer. It was a known fact that its two competitors were going to re-edit their “mansion-like” hospitality centres, and Claro was afraid to be left behind.
6. DEVELOPMENT The idea was clear: the only way to succeed was taking the “hospitality centre” concept to a new level. The way to make Claro stand out among its competitors lied into taking its services to a yet-to-be-imagined place. Isn’t that the idea behind “being mobile”? A FLOATING hospitality center was the answer for that!
7. EXECUTION The final project exceeded the proposed budget in more than 60%. By knowing that we had an outstanding idea in our hands, our challenge was to convince the client of that and, most important, of its do-ability. The solution was to co-brand the project with complimentary brands, that shared the same purpose as the carrier, and that were able to provide its customer unique experiences.
8. This idea was totally aligned with the launching of the “Claro Ideas” – carrier’s package of multimedia services – as it allowed the brand to offer a broad range of attractions on board, like: night club, sushi bar, lan house and arcade, indoor soccer, gym, bungee jumping, pool deck and bar, radio station, among others.
9. RESULTS ✓ More than 30,000 people, free of cost, visited the Floating Hospitality Center. ✓ The project received extensive coverage by the Brazilian media, from many different local and national channels, even before its launching party. ✓ The Claro Tide was accoladed two Grand Prix as the “Promotional Campaign of the Year” and “Promotional Case of the Year”, in 2007, and received 10 other golden and silver awards on different competitions. ✓ Due to this extraordinary performance, the agency was nominated as the “Agency of the Year”, being Claro also nominated as “Promotional Client of the Year”.
10. Saturday, November 6, 2010
11. ROBERTO FARIA creative planner www.robertofaria.com Saturday, November 6, 2010

Agency:

Client: Grupo Bimbo

Product: Nutrella – Vitta Natural Bread

Date: April/ 2009

Quick view:

Agency:

Client: Sony Ericsson

Product: w800i

Date: June/ 2005

Quick view:

Sony Ericsson was about to release a revolutionary cell phone: the w800i.

Revolutionary because of its unique orange color, its unique features – 2 megapixels camera, music player with dedicated keys and long lasting battery – and its griffe – the cell phone was relaunching the Walkman brand.

Demand:

The agency was hired to develop a low cost launching campaign and to localize its communication – “Always Connected to Your Music” - in order to sustain the worldwide launch synergy.

Development:

The strategy to reach such a broad target with a scarce budget was to explore the places and situations where our potential consumers could be found, always focusing on them urban profile.

Its communication had to be aligned with the w800i’s uniqueness in order to help building its brand and positioning, being innovative and unlike anything that has been done so far.

Execution:

Some weeks before the official launching the main streets of Itaim, Vila Olímpia, Brooklyn and Jardins received an expressive number of Graffitti interventions (15) based on the Music/ Dance theme and exploring the orange color allusive to the product.

Two blank panels were mounted alongside the Faria Lima and Juscelino Kubitschek Avenues where, at night, a special projection could be spotted highlighting the w800i’s main features and positioning.

A special place was mounted at the corner of Amaury Street (famous for its restaurants) and Faria Lima Avenue merging these two communications: Graffitti intervations on its walls and a thematic panel over it, where nightly projections took place.

In addition to that, a demonstration booth was mounted at the Iguatemi Mall and two promotion’s teams visited bars, universities and gyms for a hands-on experience.

Sony Ericsson w800i – Urban Interventions

Result:

The whole effort, that was expected to last from July to December, had to be halted on October due to its success: all the w800i brought to Brazil were sold out!

Sony Ericsson of Brazil was awarded by the main office as the best launching effort in Latin America.

The project won a Grand Prix as “Promotional Case of the Year” in 2006 and four other awards at different Festivals.

Original Presentation: Click here to download the original Powerpoint presentation

Agency:

Client: Red Bull Racing

Job: 2006 Season Ending Party

Date: November/ 2006

Background:

The Red Bull Racing team asked the agency to build up their Formula One Season Ending Party, after the Brazilian Grand Prix, formerly the last race of the circus.

Demand:

Client’s only requests were that the party had to take place on a typical Brazilian venue and, of course, reflect the local culture.

Development:

After many researches and some comings and goings, we have found the perfect place: a soccer stadium. Not an average stadium, but world’s biggest private stadium.

Execution:

The first challenge, once the venue was defined, was to set up a tent able to hold the 1500+ attendees without damaging the field. For that, a special tent was built from scratch. Instead of heavy pillars, the structure was entirely sustained by lighter inflatable elements.

During the weekend at the Japanese GP (the one before the Brazilian) all the racers and teams’ staff received a box with a fake grass inset. On its back was printed the official invitation to the party.

The highest point of the whole experience came up from a personal insight: “What if we use the stadium’s upper seating ring for a 360 degrees projection?”

While some said it was impossible, someone else thought it was a clever idea and, for the party, we’ve ended up with what was considered the “world’s biggest projection screen” by the Guinness Book of Records, with almost 540 meters wide.

Result:

The party was a huge success for the Red Bull Racing Team, with satisfied attendees and a lot of media coverage. As a result, the agency was invited to be in charge of the party for the next two seasons.

Agency:

Client: HSBC Bank

Event: Leaders’ Meeting

Date: 2006

Quick Overview:

Original Presentation: Click here to download the original Powerpoint presentation

Client: AmBev

Product: Hoegaarden Premium Beer

Date: December/ 2007

Quick view:

AmBev was going to launch a new beer at the Brazilian market: the Hoegaarden Premium Beer.

Imported from Belgium, the beer differs from the others as it takes wheat, coriander and dried orange peel on its composition. It also has a special cup to be served with, making it even more distinctive.

Demand:

AmBev wanted to know how to position and how to communicate its new product in such an important market.

Development:

After many researches and studies we found out that the Premium Beer´s consumer was someone who has achieved some professional and personal results, has conquered some space, and was now a bit different from what he/ she used to be.

Someone who, like a diamond, has been “carved by life”.

Adding to that (and curiously) we noted out that the special cup used exclusively to drink Hoegaarden uses a six-sided bottom, different from all the other Premium Beers’ cups that share the same rounded bottom.

All that studies and observations led us to the communication insight:

“If you’re no longer the same, why does your beer have to be?”

Execution:

The creative execution was based on the concept “Hoegaarden – It is great to evolve” which was then developed to the slogan: “Hoegaarden – When you evolve, the world evolves”

The proposed communication was multidisciplinary including films and magazines ads, specific Point if Purchase and Point of Consumption activation, and also contextual actions, like sampling on flies departing from Belgium to Brazil.

Project Presentation:

The presentation was developed as a “Journey to the Beer World (Reis rond de Bierwereld – in Dutch)”, reflecting how premium beers´ consumers feel when tasting different bottles.

To strengthen its result all its main points were named as different cities and all the knowledge achieved through it “city” was presented as notes written on a diary.

The “journey” was planned as a round-trip which was (obviously) shaped as the brand hexagon. That helped, also, to reflect the communication insight.

As the trip started on the city of Hoegaarden, when we got back there with all the knowledge earned throughout the journey, we were not the same: we were carved by it!

Original Presentation: Click here to download the original Powerpoint presentation

This is a fictional project developed at the Miami AdSchool, but based on a true briefing held by an AmBev Product Manager.

Agency:

Client: Audi

Event: Summer Booth

Date: 2003

Quick Overview:

Agency:

Client: ComTech

Product: Off-Track Betting Stores

Year: 2006

*Download original presentation here*

Background:

ComTech saw an opportunity to launch a new gambling segment at the Brazilian market: the Off-Track Betting Stores (OTB).

Those were places where you would be able to bet on different animal races (horse races, at first) from prestigious locations all around the world, while comfortably and securely enjoying a drink.

This opportunity was supported, in one hand, by a federal law that was about to be approved at the time and, on the other hand, by the closing of all Bingo´s places (Lotto) that was now banned in major cities, leaving a gap between their clients.

Demand:

ComTech asked for a complete launching project, starting with the market and consumer research, brand development and positioning, architectural projects for a flagship store and all the communication and promotional actions regarding their launching and supporting phases.

The project was supposed to be “data loaded” and “self-selling” as it was going to be used to present the opportunity and persuade its foreign partners/ investors.

Development:

The whole project was under my responsibility from the field research through branding, positioning and creative guideline. In this case also the proposed name “Winnin’” was mine suggestion inspired by the Las Vegas’ Wynn brand. Creative execution was conducted by the team.

Result:

The project was approved by both clients – Brazilian and foreign partners – but it is now “on hold” since the Federal Law to regulate the activity is still pending approval.

Agency:

Client: Credicard Citi

Product: Credit Card

Date: February/ 2007

*Download original presentation here*

Background:

Credicard Citi – a credit card issuer company – set up a process to define an Agency to execute its yearly promotion.

Demand:

Despite raising the use of the credit card as a payment option or the average ticket value, this time they were looking for a promotion that would be able to attract non-traditional clients (that own the Credicard Citi card but don’t adhere to its promotions) and potential users.

Development:

The strategy behind the promotion was set to stimulate the target to think of the proposed prize – a million reais – and its almost limitless possibilities by asking the question: What would you do with one million reais?

As we could analyze in similar situations (like when there is a big prize being paid by the lottery for instance), when the public starts to think of the prize, to dream of it, they tend to get involved and adhere. Soon, still in the example, even the ones who never bet are inclined to do so.

Stimulating our public to dream with the proposed prize would result in a much more involving communication and lead us to a really efficient campaign.

Execution:

The proposed name for the promotion was “A Million Dreams”, linking its name directly to the prize being paid, one million reais.

All the campaign was based on asking the public “what would they do with one million reais” and them presenting the use of the Credicard Citi card as the viable way to achieve what they dreamt of.

We were also going to stimulate the public to tell us them dreams in many different ways, and then use the generated content to promote our communication.

This way, despite dreaming of the prize, the public would also recognize itself and its pairs at the campaign, feeling part of it and, of course, much more involved and inclined to adhere.

A multidisciplinary strategy was going to be used to reach such broad kind of consumers, trying to be present at different points of their regular activities.

Project Presentation:

To present such an ambitious project a film was made to be screened at its beginning.

The film, shot at the Presentation’s Room neighborhood, showed citizens being asked “what would they do with one million reais” and brought a lot of different and (mostly) funny answers. As the film goes on the reporter, walking down the streets starts to get closer to the place where the presentation is taking place.

Suddenly the screening is halted and, surprisingly, the reporter enters the room with his camera to ask everyone the now famous question, involving the client on the proposed strategy.

The content caught on tape was then edited and, at the end of the presentation, the same movie was screened, but now including the clients answer on the question.

To help support the presentation and, most important, to ensure anyone would be able to present it, a Script was written pointing out all the important arguments and commentaries on each slide. You can download the original script here.

Presentation Film – full version
(with clients at the end)

Result:

The project was chosen as one of the bests and “made it to the finals”.

Unfortunately the client halted the process and canceled the promotion for the given year.