25 A 27 DE MAYO DE 2021 | GRAND HYATT, RIO DE JANEIRO - RJ
Título: Fan Feat
Agência: J. Walter Thompson
Diretor de criação: Ricardo John, Humberto Fernandez, Gustavo de Lacerda, Ana Cavalcanti, Nacho Mendiola
Produtor da agência: Maisa Delgado, Caroline Pivato e Antonio Corral
Fotógrafo:: BOB WOLFENSON
Redator:: Julia Velo
Atendimento: Felipe Giacon, Stefano Paduan, Marina Masiero, Fabiana Santana e Vivianne Santos
Produtora de som: DR. DD
Outros créditos: MOTION DESIGN: Marcus Prado // MÍDIA: João Dabbur, Stella Lopes, Ligia Mattos, Luana Belchior, Beatriz Guerzoni, Nicole Negrigo, Bruno AlvesPLANEJAMENTO: Stella Pirani, Gisele Bambace, Erica Rigobello, Marina Simões e Pietro Portugal.
Sinopse: To increase Coke sales and bring the brand closer to young targets, Coca-Cola FanFeat: a competition for fans of Brazil’s biggest hitmakers, in which the three winning artists would record a single, a music video, and a concert together.Each Coke package had a picture of an artist – and a potential vote. To make things fairer, the hitmakers were chosen based on their representation in the country’s musical scenario, without distinction of gender, race, colour, or music style. That gave Pabllo Vittar, an emerging drag queen, the opportunity to compete on equal terms with all artists
Diretor de Arte: Fernanda Sousa e Felipe Porto
Produtora: O2 Filmes
Diretor: Bruno Ilogti
Diretor de Fotografia: Will Etchebehere
A situação:: To increase Coke sales and bring the brand closer to young targets, Coca-Cola FanFeat: a competition for fans of Brazil’s biggest hitmakers, in which the three winning artists would record a single, a music video, and a concert together.Each Coke package had a picture of an artist – and a potential vote. To make things fairer, the hitmakers were chosen based on their representation in the country’s musical scenario, without distinction of gender, race, colour, or music style. That gave Pabllo Vittar, an emerging drag queen, the opportunity to compete on equal terms with all artists
O objetivo:: Coca-Cola is known worldwide as a democratic brand that is ahead of its time. For the brand, supporting causes that are relevant to society and representing everyone in its campaigns, with no distinction whatsoever, is nothing new.But having a clear brand speech is one thing; putting it into practice and impacting 200 million people with it is another. That is exactly what FanFeat did. Conceived to tackle the challenge of using the music territory, one of the most appealing to young targets, to get closer to new generations and boost sales, FanFeat was an engaging campaign that used teens’ frenzy and passion for their idols – and, at the same time, showed Brazil the equality speech Coca-Cola has always advocated for.
A estratégia:: Featuring a Drag Queen on Coke packages around the country triggered a massive number of comments, videos, and fake news created by conservative Brazilians. To deal with that hate wave, instead of taking an official stand, Coca-Cola chose not to respond to the criticism directly, but to stick to its campaign, and encourage the artist’s fans to speak up and overshadow haters. Major news outlets like G1, UOL, Estadão, and VEJA quickly took upon themselves to demystify and reveal the fake news that had been surfacing, serving as the campaign’s PR and standing up for Pabllo Vittar’s presence.In the end, support messages to Pabllo handily outnumbered hate messages, and fans managed to place her in the Top 3 and, of course, in the hit of the year.
Execução:: Even though the campaign was first aired on December 26, since late October, when the first packages featuring Pabllo Vittar became available in the market, a closer PR action was required to manage fake news and optimize the positive PR the campaign had been getting from entertainment and media outlets. While the Brazilian society intensively discussed the possibility of boycotting the brand and spoke their minds about the artist, Coca-Cola stuck to a PR plan focused on giving visibility to Pabllo’s egalitarian presence in the campaign, strengthening the participation of all nine artists in a competition to decide the trio that would form the feat of the year. Sticking to the focus of the ads and not slowing down, we made sure the campaign’s buzz and coverage were as egalitarian as possible, putting the brand’s equality speech into practice.
Resultados documentados:: – More than R$5 million in earned media from press; – More than 950 publications about the campaign, including international press like PR WEEK and LLBOnline. Billboard magazine listed FanFeat in a piece that stated that «Pabllo Vittar makes Coca-Cola cool again», listing the campaign as one of the top 10 drag queen moments of 2017. – More than 10 million Brazilians impacted by media coverage Although negative comments peaked in late November, when Pabllo Vittar’s presence was announced, the campaign ended with 78% of positive mentions about the artist, and a meagre 18% negative. – A 14.1% increase in Coke can sales vs. PY; – Individual packaging growth at twice the rate of total portfolio – Record-breaking teen engagement for Coca-Cola’s promotions; – 100% Media Recognition of the campaign’s materials.