Insight
"#pegabem” is a creative concept permeating most of the Vivo brand’s recent communication efforts, and it is based on the spirit of making cool things happen.
With this campaign, the brand wanted to invert the protagonism within that same mindset – this time around it's up to consumers to show their talent and make things happen, and Vivo is helping with a platform for a big talent to break out to stardom.
Strategy
Talent shows have been big in television around the world for more than a decade now and there are great examples of normal people turning into viral sensations within hours after showing their talent to the world.
That goes in the same direction as the message behind Vivo’s #pegabem concept, helping perpetuate that once you take a chance and show your talent, great things can happen.
Vivo, being a telecom company, offers the resources to make things happen on a daily basis, must once again connect users to their dreams.
Execution
Creatively, the answer to the strategy was to bring the talent show experience to the palms of consumers’ hands: in a mobile app. The app was available for iOS and Android smartphones at no cost.
There were two ways of participating of the experience:
Vivo clients with an active SIM card could record videos of themselves showing their musical talent by singing and playing instruments. They also had an area where they could watch other users videos and judge by giving a positive vote to the ones they likes or a negative vote to the ones they didn’t like.
Non clients could not record videos and compete, but they had access to the entertainment area where they could judge all videos.
During the first round there was a battle of classification: only the 256 best voted Vivo clients were be selected. After that, there were several rounds of themed-based duels, where users had to record new videos based on a briefing and battle for votes. Everyone had the chance to vote between two options and only the best voted won.
There was a R$500,000 ($155,000) estimated prize for the winner: R$100,000 ($31,000) in gold certificate, recording of an album, 1 year of artistic advice, massive disclosure in TV, radio and digital mediums, a 1 year contract with record label Som Livre and press office management.
Results
Following the objective of creating an online community for the campaign, Vivo had set a goal of 500,000 downloads within the first 78 days of the campaign. A war room with daily optimisations in over 20 media channels was set after a few days of campaign. Media placements with downloads objective were bought via real-time-bidding, and over the campaign period, the agency managed to improve the results by almost 100% decrease of the cost per download. Over a week before the deadline the goal was reached, and by the end of the campaign, it was surpassed by 7%.
There were over 12,000 videos generated by Vivo clients that were voted over 4.5 million times during eight rounds of competition by the online community.