We had a huge challenge: to advertise Nextel's 3G while every other competitors were already offering 4G connectivity. Valentine's Day was coming, so we decided to create a strongly emotional campaign in which our product was nothing but the real enabler of a true love story: a live proposal in Brazilian prime time, with an audience equivalent to Super Bowl finals.
We needed to find a guy who was willing to propose to his girlfriend. Worse than that: he should agree to do so on tv's prime time. We interviewed more than 100 couples until we found Vitor and Laura.
The proposal was recorded and went on air on June 6st. Just 10 minutes after the exhibition, our #aceitalaura was on Brazil's Trending Topics. Four hours later, we've got on worldwide Trending Topics. Organically. Other brands also joined the movement using our hashtag to promote their services - what was awesome.
We recorded Laura's reaction and put it on YouTube. The video has more then 5mm views on YouTube and Facebook, and it's full of positive comments and mentions. Everyone loved our proposal story and approved the marriage of Nextel's radio and 3G connectivity.
#aceitalaura was also picked by Twitter Brasil as a best practice case for integrated media campaigns in 2013.
Agency: Sunset
Creative Direction: Gica Yabu & Pipo Calazans
Planning: Jader Crivellaro
Art Direction: Silvio Senne & Ed
Copy: Paula de Jesus & Gica Yabu
Video Production: Bubble
Audio Production: Punch
This is the videocase **english version soon!**
