Nextel used to be a mobile operator providing only radio services. The time has came for our client to launch full mobile services including 3G conectivity and our challenge was to make brazilian people aware of the new player in town.
We took advantage of the fact that more than 90% of brazilian customers are unhappy with the service provided by their mobile operators. This was our insight to create a real movement to inspire change, called #1minutodecoragem (#1minuteofcourage).
The campaign launch included the mass digital broadcasting of our video, which have already more than 8mm views counting YouTube and Facebook plays, with an extraordinary engagement rate of 12,34%.
Agency: Sunset
Creative Direction: Gica Yabu & Pipo Calazans
Art Direction: Zeca Bral, Silvio Senne and Rafael Andrade
Copy: Gica Yabu, Leila Germano, Paula de Jesus, Bruna Burri and Marco Stiepcich
Planning: Jader Crivellaro
Media: Kim Woo and Denys Fehr
Head of Film: Tiago Cordeiro
Video Production: Gabinete&CO
Audio Production: Punch
Our Facebook posts instgated people to take action and change something. Their jobs, their relationships, their mobile operators. The engagement rates were record breaking on every post we made.
Besides that, framed versions of our manifesto invited more than 50 opinion leaders to watch our manifest in first hand and generate content about it. #1minutodecoragem was the main agenda of influent blogs, podcasts and portals during the launch week.
And this is the english version of the manifesto:
This is a story about you.
And about what separates you from what you want.
When was the last time you made a choice that was only yours?
Do you remember what it feels like doing what you love?
The perfect feeling of being exactly where you wanted.
Don’t spend too long without doing something that many people would find crazy.
The story is yours. The main character is you.
What if you transformed what bothers you most into the courage to change?
Changing is scary, but even scarier than that is to stop living opportunities behind every "what if?".
Nobody guarantees it will work,
but if you don’t try, you'll never know.
This is your story.
And, in order to change, you only need 1 minute of courage.
It's in your hands.
