2016 // @ Ogilvy&Mather RJ
Background:
The goal was to plan an activation linked with the Carnival in Rio and aligned with the film ad “Food Fight” that had been recently released.
Insight:
Carnival in Rio is famous because of the street parades, with a lot of people dancing wearing costumes and having fun. And our Food Fight video is funny and nonsense as Carnival. Why don’t we get the two of them together?
Idea:
We brought a giant Shrimp and a giant pack of ENO to some parades to have fun with the people simulating their famous fight in Carnival.
It started with a sponsored teaser post that talked about a Shrimp that was break into the carnival parades in Rio. This post asked the users to publish photos with the shrimp using the hashtag #ENOCarnaval.
During Carnival, we had content publicizing the location of the shrimp, such as spoiler tweets and news-style videos called “ENOTICIÁRIO”.
My part:
I was part of the creation of the idea, and I worked on social media strategy on Twitter and Facebook (Instagram was not so big in 2016).
Besides that, I did all the copies of the spoiler tweets and the “ENOTICIÁRIO” road maps.
Results:
People really engaged with the activation and took most of 5K photos with the shrimp and the pack. And it was only in the 4 days of Carnival in the city of Rio de Janeiro.