C
M
Y
K

C
M
Y
K

C
M
Y
K

BE BRASIL IS A PROJECT FROM APEX BRASIL THAT WILL PRESENT
TO THE PEOPLE OF NEW YORK AND THE ENT...
THE BRIEF
THE ASK

APEX-BRAZIL, THE COUNTRY’S FOREIGN TRADE
PROMOTION ORGANIZATION, IS IN A JOURNEY TO
POSITION BRAZIL AS THE COUNTR...
THE
CHALLENGE

DESPITE THE CURIOSITY AROUND BRAZIL, THE
COUNTRY IS STILL MAINLY KNOWN FOR SOCCER,
SAMBA, NATURE AND DIVERS...
THE INSIGHT

BRAZIL’S INSPIRING DIVERSITY COMBINED WITH
THE COLLABORATIVE SPIRIT OF PEOPLE, MAKES
THIS COUNTRY ONE OF THE ...
THE SOLUTION
Profero Agency Credentials 2013. Copyright © 2013-2014 Profero PLC
A POP-UP EXPERIENCE
SHOWCASING THE INNOVATORS
BEHIND BRAZIL'S THRIVING
INDUSTRIES.
THE EVENT WILL FEATURED ONE WEEK
OF ACT...
THE VENUE
!

372 West Broadway:
Our headquarters was in the
heart of Soho on the corner of
West Broadway and Broome.
THE VISION

LEADING BRAZILIAN ARCHITECTS
CONCEPTUALIZED THE SPACE: GUTO
REQUENA & MAURICIO ARRUDA
© Copyright Profero LLC 2011-2012 - Confi
THE FAÇADE
!

Stickers on most windows,
with branding and images
from Brazil

© Copyright Profero LLC 2011-2012 - Confi
GROUND
FLOOR
!
Lobby
Technology
GROUND
FLOOR
!
Fly Over

A 360º video projected in a round
wall.
By standing on the controller area
users can tilt the cam...
BRAND INFO
! n the main lobby a screens were
O
displaying content from participant
brands. Stickers by the experiences
als...
BASEMENT
!
Pop-up store
Fashion

Store with fashion brands, jewelry and
books, selling innovative Brazilian
products.

!

...
MORE THAN 40 BRANDS, WITH MORE THAN 90
PRODUCTS ELEVATED THE BRAZILIAN INNOVATION
& CREATIVE IDEAL.
Botequim
Gastronomy

Samples and Tastings of traditional
food & drinks from a Botequim, a
traditional Brazilian bar style....
THE TALKS

THE MOST BRILLIANT BRAZILIAN MINDS
WERE INVITED TO PARTICIPATE
IN THE TALKS SHOWCASING BRAZILIAN
CREATIVITY & I...
PROMOTION

A RESPONSIVE WEBSITE SERVED AS THE DIGITAL
HUB, UNFOLDING PARTICIPANT BRANDS STORIES
ON INNOVATION AND CONNECTI...
PROMOTION

SOCIAL MEDIA AMPLIFIED OUR NARRATIVE,
HIGHLIGHTING THE EVERY ASPECT OF THE
EVENT THROUGHOUT THE WEEK, WITH A
MO...
PROMOTION

THE #BEBRASILNYC HASHTAG ENABLED
VISITORS TO CREATE AND SHARE THEIR
OWN STORIES AND COLLABORATE
THROUGH THE BE ...
RESULTS
A SUCCESSFULLY EXECUTED SOCIAL MEDIA
STRATEGY RESULTED IN MORE THAN 26 MILLION
IMPRESSIONS IN THE MOST RENOWNED MEDIA
OUTL...
THE BUZZ GENERATED AROUND THE EVENT
GUARANTEED MORE THAN 300 PEOPLE AT THE VIP
OPENING PARTY AND THOUSANDS OF VISITORS
DUR...
THE WEEK LONG EVENT RESULTS WERE EXTREMELY
POSITIVE AND WELL RECEIVED BY APEX-BRASIL,
THAT BUDGET FOR BE BRASIL 2014 IS AL...
Apex-Brasil | Be Brasil | Event Planning, Execution & Promotion
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Apex-Brasil | Be Brasil | Event Planning, Execution & Promotion

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Apex-brazil, the country’s foreign trade promotion organization, is in a journey to position brazil as the country leading the world in creativity and innovation, and wanted to offer New Yorkers an immersive experience into brazil’s most advanced industries.
This presentation shows the strategy and planning behind the execution as well as the final product and results obtained with this activation.

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Apex-Brasil | Be Brasil | Event Planning, Execution & Promotion

  1. 1. C M Y K C M Y K C M Y K BE BRASIL IS A PROJECT FROM APEX BRASIL THAT WILL PRESENT TO THE PEOPLE OF NEW YORK AND THE ENTIRE INTERNATIONAL COMMUNITY THE EXISTING INNOVATION IN SEVERAL SECTORS OF BRAZIL TODAY.
  2. 2. THE BRIEF
  3. 3. THE ASK APEX-BRAZIL, THE COUNTRY’S FOREIGN TRADE PROMOTION ORGANIZATION, IS IN A JOURNEY TO POSITION BRAZIL AS THE COUNTRY LEADING THE WORLD IN CREATIVITY AND INNOVATION, AND WANTED TO OFFER NEW YORKERS AN IMMERSIVE EXPERIENCE INTO BRAZIL’S MOST ADVANCED INDUSTRIES.
  4. 4. THE CHALLENGE DESPITE THE CURIOSITY AROUND BRAZIL, THE COUNTRY IS STILL MAINLY KNOWN FOR SOCCER, SAMBA, NATURE AND DIVERSITY. WE NEEDED TO SHIFT THIS PERCEPTION USING INTERESTING AND TRUTHFUL WAYS TO ATTRACT AND MAKE PEOPLE LEARN ABOUT OTHER GREATNESSES THAT THE COUNTRY OFFERS.
  5. 5. THE INSIGHT BRAZIL’S INSPIRING DIVERSITY COMBINED WITH THE COLLABORATIVE SPIRIT OF PEOPLE, MAKES THIS COUNTRY ONE OF THE MOST CREATIVE AND INNOVATIVE IN THE WORLD.
  6. 6. THE SOLUTION
  7. 7. Profero Agency Credentials 2013. Copyright © 2013-2014 Profero PLC
  8. 8. A POP-UP EXPERIENCE SHOWCASING THE INNOVATORS BEHIND BRAZIL'S THRIVING INDUSTRIES. THE EVENT WILL FEATURED ONE WEEK OF ACTIVITIES IN OUR NYC RETAIL HUB IN OCTOBER 2013
  9. 9. THE VENUE ! 372 West Broadway: Our headquarters was in the heart of Soho on the corner of West Broadway and Broome.
  10. 10. THE VISION LEADING BRAZILIAN ARCHITECTS CONCEPTUALIZED THE SPACE: GUTO REQUENA & MAURICIO ARRUDA
  11. 11. © Copyright Profero LLC 2011-2012 - Confi
  12. 12. THE FAÇADE ! Stickers on most windows, with branding and images from Brazil © Copyright Profero LLC 2011-2012 - Confi
  13. 13. GROUND FLOOR ! Lobby Technology
  14. 14. GROUND FLOOR ! Fly Over A 360º video projected in a round wall. By standing on the controller area users can tilt the camera view left, right, up and down through Kinect.
  15. 15. BRAND INFO ! n the main lobby a screens were O displaying content from participant brands. Stickers by the experiences also showed brief description of brands and their innovations. The same happened on the other floors. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
  16. 16. BASEMENT ! Pop-up store Fashion Store with fashion brands, jewelry and books, selling innovative Brazilian products. ! Brand content, with description, images, and innovation topics showcased on signs near each product, as well as screens on the walls.
  17. 17. MORE THAN 40 BRANDS, WITH MORE THAN 90 PRODUCTS ELEVATED THE BRAZILIAN INNOVATION & CREATIVE IDEAL.
  18. 18. Botequim Gastronomy Samples and Tastings of traditional food & drinks from a Botequim, a traditional Brazilian bar style. Modular space was also used for Talks and Networking sessions. ! Food & Beverages brand content, description, images, and innovation topics showcased on signs, as well as screens on the walls.
  19. 19. THE TALKS THE MOST BRILLIANT BRAZILIAN MINDS WERE INVITED TO PARTICIPATE IN THE TALKS SHOWCASING BRAZILIAN CREATIVITY & INNOVATION.
  20. 20. PROMOTION A RESPONSIVE WEBSITE SERVED AS THE DIGITAL HUB, UNFOLDING PARTICIPANT BRANDS STORIES ON INNOVATION AND CONNECTING ALL SOCIAL MEDIA EFFORTS.
  21. 21. PROMOTION SOCIAL MEDIA AMPLIFIED OUR NARRATIVE, HIGHLIGHTING THE EVERY ASPECT OF THE EVENT THROUGHOUT THE WEEK, WITH A MODEST $60K BUDGET.
  22. 22. PROMOTION THE #BEBRASILNYC HASHTAG ENABLED VISITORS TO CREATE AND SHARE THEIR OWN STORIES AND COLLABORATE THROUGH THE BE BRASIL’S HUB.
  23. 23. RESULTS
  24. 24. A SUCCESSFULLY EXECUTED SOCIAL MEDIA STRATEGY RESULTED IN MORE THAN 26 MILLION IMPRESSIONS IN THE MOST RENOWNED MEDIA OUTLETS FROM NEW YORK AND BRAZIL. Brasil'mostra'no'coração'de'Nova'York'o'que'tem'além' de'futebol'e'samba! October!18,2013' ! !
  25. 25. THE BUZZ GENERATED AROUND THE EVENT GUARANTEED MORE THAN 300 PEOPLE AT THE VIP OPENING PARTY AND THOUSANDS OF VISITORS DURING THE WEEK LONG EVENT AS WELL AS HIGH ATTENDANCE AND MEDIA COVERAGE ON TALKS, TASTINGS AND MUSIC PERFORMANCES.
  26. 26. THE WEEK LONG EVENT RESULTS WERE EXTREMELY POSITIVE AND WELL RECEIVED BY APEX-BRASIL, THAT BUDGET FOR BE BRASIL 2014 IS ALREADY SECURED.

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