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Xuxa 和失踪的孩子
案例简介：战略 我们的策略可以用一个词来描述: 怀旧。不知何故，我们不得不让巴西人相信，陌生的事情会把观众拖到一个激动人心的惊悚片情节和一个 80 后的怀旧环境中。所以，首先，我们选择了 Xuxa，一个完美的角色来帮助我们将这些主题带入生活，因为她在 80 年代的相关性和她对陌生人的明星身份。将她传送回她在 80 年代的节目中，在一个真实的陌生人的场景中, 当她阅读薇诺娜 · 赖德的角色信并提出关于她生活的真正禁忌时，这是让视频大受欢迎的完美配方。 结果 该视频在 24 小时内获得了 1000万的有机浏览量，在 Facebook 上获得了超过 140.000 的份额。它在拉丁美洲赢得了 120万美元的媒体收入。从互联网、杂志、报纸甚至电视本身，它们直接与网飞竞争。在巴西，不可能不谈论这段视频。因此，不谈论陌生人的事情变得不可能了。这项运动在一周内达到了 6500万人 -- 这基本上是这个国家每个有互联网接入的人。视频发布日期成为谷歌在巴西搜索 “陌生人” 和 “网飞” 的高峰期，整个 2016年, 事实证明，这不仅是观众对该节目的兴趣，也是成为网飞新用户的兴趣。 概要 就其整个历史而言，巴西的娱乐场景是基于电视肥皂剧和现场演播室节目。在这种不受欢迎的环境下，挑战是在这个国家推出网飞的《陌生人》，这是一个向美国 80 后致敬的系列，充满了好莱坞惊悚片的引用。目标是创造一场在文化上与巴西观众产生共鸣的运动，同时为网飞的新节目建立相关性。 相关性 向巴西人介绍 Netflix 的《陌生人》主要情节, 我们混合了小说和现实，并通过重播 Xuxa 主持的中国最受关注的 80 后电视节目中的一段著名片段，创造了今年的热门视频, 一个明星的过去也充满了惊悚片和陌生人的东西。 活动描述 我们把小说和现实混为一谈，并从文化上翻译了 ST 的情节，使这部剧与巴西人相关。在巴西，在 80 年代，有人的明星身份充满了陌生的东西: Xuxa。据称她与魔鬼的契约是一个著名的城市传奇，也是巴西流行文化的一部分。30 年来，她一直回避这个话题。Xuxa 第一次对所有涉及她名字的谣言开玩笑。从她的娃娃被夜间袭击儿童的邪恶势力附身到她的唱片，当她向后播放时，可以让人们听到恶魔的声音。在视频中，Xuxa 重现了她的节目中受欢迎的一段，她阅读了观众的来信。就在这一次，她从《陌生人的东西》的主角乔伊斯那里得到了一个，请求 Xuxa 的帮助找到她失踪的儿子，并以最吸引人的方式向巴西人介绍了该剧的中心情节。 执行 在视频发布的前一天，我们在 Facebook 上发布了一个视频预告 -- 一张 80 后典型儿童房间的照片。摄像机穿过房间，展示了参考巴西十年的玩具。摄像机一直顺利进行，直到找到了据说被邪恶势力附身的 Xuxa 娃娃。这个娃娃突然在她的眼睛里燃烧起来，用 Xuxa 的声音说 “Demogorgon” -- 陌生人的邪恶，紧接着另一个画外音宣布: “在 80 年代, 我们所要做的就是相信 ”,引用她当时发行的一首著名歌曲。这部预告赢得了 100万的有机观点，并让人们和媒体对此非常兴奋。第二天，我们也把主要视频放在了 Facebook 上。看着它成为本周全国最受关注的话题。
Xuxa 和失踪的孩子
案例简介：Strategy Our strategy could be described in just one word: nostalgia. Somehow, we had to convince Brazilians that Stranger Things could drag the audience to both an exciting thriller plot and an 80's nostalgic environment. So, first, we chose Xuxa, the perfect character to help us bring those subjects to life due to her relevance in the 80's and her stardom of stranger things. Teleporting her back to her show in the 80's inside an actual Stranger Things scene, while she reads Winona Ryder's character letter and brings up real taboos about her life was the perfect formulation to make the video a hit. Outcome The video reached 10 million organic views in 24 hours and more than 140.000 shares on Facebook. It generated USD 1.2 million in earned media all over Latin America. From internet, magazines, newspapers and even TV itself, which competes directly with Netflix. It became impossible to not talk about the video in Brazil. Therefore, it became impossible not to talk about Stranger Things. The campaign reached 65 million people in 1 week - that's basically everyone with internet access in the country. The video release date became the peak of Google searches for "Stranger Things" and also "Netflix" in Brazil throughout the whole year of 2016, proving to be an interest trigger for the audience not only about the show, but also towards becoming a new Netflix subscriber. Synopsis For its entire history, Brazil's entertainment scenario was based on TV soap operas and live studio programs. In this unwelcoming environment, the challenge was to launch Netflix's Stranger Things in the country, a series that pays tribute to the eighties in America and is full of Hollywood thriller references. The goal was to create a campaign that resonated culturally with the Brazilian audience while building relevance for Netflix's new show. Relevancy To introduce Brazilians to Netflix's Stranger Things main plot, we mixed fiction and reality and created the video hit of the year by reenacting a famous segment from the country's most watched 80's TV show presented by Xuxa, a star whose past was also filled with thriller and stranger things. CampaignDescription We mixed fiction with reality, and culturally translated the plot from ST to make the show relevant for Brazilians. In Brazil, during the 80's, there was someone whose stardom was full of stranger things: Xuxa. Her allegedly pact with the devil was a famous urban legend and part of Brazilian pop culture. During 30 years, she has always avoided the subject. For the first time, Xuxa joked about every rumor involving her name. From her doll possessed by evil forces that attacked children at night to her record that could allow people to hear the demon when played backwards. In the video, Xuxa reenacted a popular segment of her show in which she read letters from the audience. Only this time she got one from Joyce, Stranger Things main character, asking Xuxa's help to find her missing son and introducing Brazilians to the show's central plot the most engaging way. Execution In the day previous to the video launch, we posted a video teaser on Facebook - a shot of a typical kid's room from the 80's. The camera navigated through the room, showing toys that made reference to the decade in Brazil. The camera goes smoothly until it finds the Xuxa doll, which was said possessed by evil forces. The doll suddenly has fire in her eyes and says "Demogorgon" - the evil on Stranger Things - in Xuxa's voice, instantly followed by another voiceover announcing: "In the 80's, all we had to do was believe", making reference to a famous song she released by then.The teaser earned 1 million organic views and got people and press really excited about it. In the following day, we dropped the main video also on Facebook. And watched it becoming the most talked subject of the week in the country.
Xuxa and The Missing Child
案例简介：战略 我们的策略可以用一个词来描述: 怀旧。不知何故，我们不得不让巴西人相信，陌生的事情会把观众拖到一个激动人心的惊悚片情节和一个 80 后的怀旧环境中。所以，首先，我们选择了 Xuxa，一个完美的角色来帮助我们将这些主题带入生活，因为她在 80 年代的相关性和她对陌生人的明星身份。将她传送回她在 80 年代的节目中，在一个真实的陌生人的场景中, 当她阅读薇诺娜 · 赖德的角色信并提出关于她生活的真正禁忌时，这是让视频大受欢迎的完美配方。 结果 该视频在 24 小时内获得了 1000万的有机浏览量，在 Facebook 上获得了超过 140.000 的份额。它在拉丁美洲赢得了 120万美元的媒体收入。从互联网、杂志、报纸甚至电视本身，它们直接与网飞竞争。在巴西，不可能不谈论这段视频。因此，不谈论陌生人的事情变得不可能了。这项运动在一周内达到了 6500万人 -- 这基本上是这个国家每个有互联网接入的人。视频发布日期成为谷歌在巴西搜索 “陌生人” 和 “网飞” 的高峰期，整个 2016年, 事实证明，这不仅是观众对该节目的兴趣，也是成为网飞新用户的兴趣。 概要 就其整个历史而言，巴西的娱乐场景是基于电视肥皂剧和现场演播室节目。在这种不受欢迎的环境下，挑战是在这个国家推出网飞的《陌生人》，这是一个向美国 80 后致敬的系列，充满了好莱坞惊悚片的引用。目标是创造一场在文化上与巴西观众产生共鸣的运动，同时为网飞的新节目建立相关性。 相关性 向巴西人介绍 Netflix 的《陌生人》主要情节, 我们混合了小说和现实，并通过重播 Xuxa 主持的中国最受关注的 80 后电视节目中的一段著名片段，创造了今年的热门视频, 一个明星的过去也充满了惊悚片和陌生人的东西。 活动描述 我们把小说和现实混为一谈，并从文化上翻译了 ST 的情节，使这部剧与巴西人相关。在巴西，在 80 年代，有人的明星身份充满了陌生的东西: Xuxa。据称她与魔鬼的契约是一个著名的城市传奇，也是巴西流行文化的一部分。30 年来，她一直回避这个话题。Xuxa 第一次对所有涉及她名字的谣言开玩笑。从她的娃娃被夜间袭击儿童的邪恶势力附身到她的唱片，当她向后播放时，可以让人们听到恶魔的声音。在视频中，Xuxa 重现了她的节目中受欢迎的一段，她阅读了观众的来信。就在这一次，她从《陌生人的东西》的主角乔伊斯那里得到了一个，请求 Xuxa 的帮助找到她失踪的儿子，并以最吸引人的方式向巴西人介绍了该剧的中心情节。 执行 在视频发布的前一天，我们在 Facebook 上发布了一个视频预告 -- 一张 80 后典型儿童房间的照片。摄像机穿过房间，展示了参考巴西十年的玩具。摄像机一直顺利进行，直到找到了据说被邪恶势力附身的 Xuxa 娃娃。这个娃娃突然在她的眼睛里燃烧起来，用 Xuxa 的声音说 “Demogorgon” -- 陌生人的邪恶，紧接着另一个画外音宣布: “在 80 年代, 我们所要做的就是相信 ”,引用她当时发行的一首著名歌曲。这部预告赢得了 100万的有机观点，并让人们和媒体对此非常兴奋。第二天，我们也把主要视频放在了 Facebook 上。看着它成为本周全国最受关注的话题。
Xuxa and The Missing Child
案例简介：Strategy Our strategy could be described in just one word: nostalgia. Somehow, we had to convince Brazilians that Stranger Things could drag the audience to both an exciting thriller plot and an 80's nostalgic environment. So, first, we chose Xuxa, the perfect character to help us bring those subjects to life due to her relevance in the 80's and her stardom of stranger things. Teleporting her back to her show in the 80's inside an actual Stranger Things scene, while she reads Winona Ryder's character letter and brings up real taboos about her life was the perfect formulation to make the video a hit. Outcome The video reached 10 million organic views in 24 hours and more than 140.000 shares on Facebook. It generated USD 1.2 million in earned media all over Latin America. From internet, magazines, newspapers and even TV itself, which competes directly with Netflix. It became impossible to not talk about the video in Brazil. Therefore, it became impossible not to talk about Stranger Things. The campaign reached 65 million people in 1 week - that's basically everyone with internet access in the country. The video release date became the peak of Google searches for "Stranger Things" and also "Netflix" in Brazil throughout the whole year of 2016, proving to be an interest trigger for the audience not only about the show, but also towards becoming a new Netflix subscriber. Synopsis For its entire history, Brazil's entertainment scenario was based on TV soap operas and live studio programs. In this unwelcoming environment, the challenge was to launch Netflix's Stranger Things in the country, a series that pays tribute to the eighties in America and is full of Hollywood thriller references. The goal was to create a campaign that resonated culturally with the Brazilian audience while building relevance for Netflix's new show. Relevancy To introduce Brazilians to Netflix's Stranger Things main plot, we mixed fiction and reality and created the video hit of the year by reenacting a famous segment from the country's most watched 80's TV show presented by Xuxa, a star whose past was also filled with thriller and stranger things. CampaignDescription We mixed fiction with reality, and culturally translated the plot from ST to make the show relevant for Brazilians. In Brazil, during the 80's, there was someone whose stardom was full of stranger things: Xuxa. Her allegedly pact with the devil was a famous urban legend and part of Brazilian pop culture. During 30 years, she has always avoided the subject. For the first time, Xuxa joked about every rumor involving her name. From her doll possessed by evil forces that attacked children at night to her record that could allow people to hear the demon when played backwards. In the video, Xuxa reenacted a popular segment of her show in which she read letters from the audience. Only this time she got one from Joyce, Stranger Things main character, asking Xuxa's help to find her missing son and introducing Brazilians to the show's central plot the most engaging way. Execution In the day previous to the video launch, we posted a video teaser on Facebook - a shot of a typical kid's room from the 80's. The camera navigated through the room, showing toys that made reference to the decade in Brazil. The camera goes smoothly until it finds the Xuxa doll, which was said possessed by evil forces. The doll suddenly has fire in her eyes and says "Demogorgon" - the evil on Stranger Things - in Xuxa's voice, instantly followed by another voiceover announcing: "In the 80's, all we had to do was believe", making reference to a famous song she released by then.The teaser earned 1 million organic views and got people and press really excited about it. In the following day, we dropped the main video also on Facebook. And watched it becoming the most talked subject of the week in the country.
Xuxa 和失踪的孩子
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Xuxa and The Missing Child
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