From Brazil




Thursday, November 11, 2010
How the world sees
      Brazil
       1500 consumers in 23 countries




Thursday, November 11, 2010
01 76%
       beaches



Thursday, November 11, 2010
02 66%
       exotic
       atmosphere


Thursday, November 11, 2010
03 61%
       carnaval



Thursday, November 11, 2010
04 59%
       somewhere
       unexplored


Thursday, November 11, 2010
05 59%
       music



Thursday, November 11, 2010
06 51%
       party
       atmosphere


Thursday, November 11, 2010
07 42%
       sexy
       brazilians


Thursday, November 11, 2010
08 35%
       football



Thursday, November 11, 2010
How Brazil sees Brazil
       644 consumers in 1 country




Thursday, November 11, 2010
01 49%
       corruption



Thursday, November 11, 2010
02 31%
       “jeitinho”
       (figure it out)


Thursday, November 11, 2010
03 31%
       football



Thursday, November 11, 2010
07 27%
       good humor



Thursday, November 11, 2010
05 26%
       badly behaved



Thursday, November 11, 2010
06 25%
       social inequality



Thursday, November 11, 2010
04 25%
       carnaval



Thursday, November 11, 2010
08 21%
       economic
       growth


Thursday, November 11, 2010
The middle class
      is emerging
       US$ 700 - 2.683 / month




Thursday, November 11, 2010
Over
      20 million in
      the last
      2 years
Thursday, November 11, 2010
Thursday, November 11, 2010
What are they
       looking for now?


Thursday, November 11, 2010
Thursday, November 11, 2010
status
              being seen by others

Thursday, November 11, 2010
Thursday, November 11, 2010
status
             being seen through social media



Thursday, November 11, 2010
3%
                              having
Thursday, November 11, 2010
97%
         experiencing
Thursday, November 11, 2010
sharing who
        you are
Thursday, November 11, 2010
sharing
      what you do
Thursday, November 11, 2010
sharing
                         what you
                          know
Thursday, November 11, 2010
sharing who
       you know
Thursday, November 11, 2010
sharing
                         what you
                           like
Thursday, November 11, 2010
sharing
           where
        you’ve been
Thursday, November 11, 2010
People are spending much
         more time interacting with
         other people, and much less
         time consuming ...
brands must
       help people
       experience
       things and tell
       their own
       stories
Thursday, November...
brand stories don’t create status




                   story
                   creates desire   product
               ...
people’s stories create status that
                                             gotta have




                     spark...
Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
unimed video




Thursday, November 11, 2010
unimed twitter + analytics + % conversion




Thursday, November 11, 2010
Some ideas that
          spark stories


Thursday, November 11, 2010
01
                       Try mixing digital with
                           the real world


Thursday, November 11, 2010
Absolut Vodka
                                 Glimmer



Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
Instituto Mario Pena
                          Donate Words



Thursday, November 11, 2010
Thursday, November 11, 2010
Natura
                     Kayak Scented Banner



Thursday, November 11, 2010
Thursday, November 11, 2010
Swedish Post
                        Magic Christmas Card



Thursday, November 11, 2010
Thursday, November 11, 2010
02
                        Try facilitating people’s
                               sharing


Thursday, November 11, 2010
Brazil’s elections
                              Donate your sharing



Thursday, November 11, 2010
Thursday, November 11, 2010
Coca-Cola
                              Coca-Cola Village



Thursday, November 11, 2010
Thursday, November 11, 2010
03
                     Try enhancing people’s
                   lives through new services


Thursday, November 11, 2010
Nike
                              Nike Plus App



Thursday, November 11, 2010
Thursday, November 11, 2010
Buscofem
                               Girl’s tips



Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
Unimed-Rio
                         Rio de Janeiro Circuit



Thursday, November 11, 2010
Thursday, November 11, 2010
Best Buy
                              Twelpforce



Thursday, November 11, 2010
Thursday, November 11, 2010
04
                          Try using existing
                       technologies and content


Thursday, November 11, 2...
French Connection
                              Youtique



Thursday, November 11, 2010
Thursday, November 11, 2010
Embratur
                              Visit Brazil



Thursday, November 11, 2010
Thursday, November 11, 2010
Someone...
                                e-penis



Thursday, November 11, 2010
Thursday, November 11, 2010
Itaucard
                              The next benefit



Thursday, November 11, 2010
Thursday, November 11, 2010
05
                          Try allowing people to
                           change your ptoduct


Thursday, November 11...
Havaianas / Threadless
              Design your flip-flops



Thursday, November 11, 2010
Thursday, November 11, 2010
Wallpapers
                              Design your cover



Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
Vitamin Water
                              Design your flavor



Thursday, November 11, 2010
Thursday, November 11, 2010
06
                         Try low motivation for
                           high participation


Thursday, November 11, ...
Doritos
                    The world’s buggest bag



Thursday, November 11, 2010
Thursday, November 11, 2010
Thursday, November 11, 2010
Someone...
                        Save the Galvão Birds



Thursday, November 11, 2010
Thursday, November 11, 2010
“Shut up, Galvão”



Thursday, November 11, 2010
07
                              Try rethinking offline
                                     medias


Thursday, November 1...
AXA Insurance
                          Interactive Magazine



Thursday, November 11, 2010
Thursday, November 11, 2010
Burger King
                              Wopper Face



Thursday, November 11, 2010
Thursday, November 11, 2010
How can you
          start having
          great ideas
          that spark
          stories?

Thursday, November 11, 2...
01
                      Stop thinking in terms of
                         campaign cycles


Thursday, November 11, 2010
campaign




                                                                   interest
                                 ...
Reallocating budget for
         creating and supporting
         continuous efforts.
         You are building new
      ...
02
                              Let the best idea come
                                 from anywhere


Thursday, Novembe...
digital        radio


                  package                               ooh




              cinema
              ...
digital     radio


                  package                                     ooh




              cinema            ...
Thursday, November 11, 2010
Pitch for the best ideas.
         Review, determine best.
         Players go back to their
         focus and work
     ...
03 ready to
                        Customers are
                        tell stories anywhere, so
                      ...
Thursday, November 11, 2010
04
                              Allow others to fail


Thursday, November 11, 2010
Bowling

Thursday, November 11, 2010
Pinball

Thursday, November 11, 2010
Watch out for the
         middle management =
         risk averse!
         Gets it right = pat on the
         back
   ...
from       to
                 disruptive productive



Thursday, November 11, 2010
Спасибо

                              @gringo_nu
Thursday, November 11, 2010
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Новая реальность (c) Andre Matarazzo. Digital marketing 2010

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Published in: Business, Travel

Новая реальность (c) Andre Matarazzo. Digital marketing 2010

  1. 1. From Brazil Thursday, November 11, 2010
  2. 2. How the world sees Brazil 1500 consumers in 23 countries Thursday, November 11, 2010
  3. 3. 01 76% beaches Thursday, November 11, 2010
  4. 4. 02 66% exotic atmosphere Thursday, November 11, 2010
  5. 5. 03 61% carnaval Thursday, November 11, 2010
  6. 6. 04 59% somewhere unexplored Thursday, November 11, 2010
  7. 7. 05 59% music Thursday, November 11, 2010
  8. 8. 06 51% party atmosphere Thursday, November 11, 2010
  9. 9. 07 42% sexy brazilians Thursday, November 11, 2010
  10. 10. 08 35% football Thursday, November 11, 2010
  11. 11. How Brazil sees Brazil 644 consumers in 1 country Thursday, November 11, 2010
  12. 12. 01 49% corruption Thursday, November 11, 2010
  13. 13. 02 31% “jeitinho” (figure it out) Thursday, November 11, 2010
  14. 14. 03 31% football Thursday, November 11, 2010
  15. 15. 07 27% good humor Thursday, November 11, 2010
  16. 16. 05 26% badly behaved Thursday, November 11, 2010
  17. 17. 06 25% social inequality Thursday, November 11, 2010
  18. 18. 04 25% carnaval Thursday, November 11, 2010
  19. 19. 08 21% economic growth Thursday, November 11, 2010
  20. 20. The middle class is emerging US$ 700 - 2.683 / month Thursday, November 11, 2010
  21. 21. Over 20 million in the last 2 years Thursday, November 11, 2010
  22. 22. Thursday, November 11, 2010
  23. 23. What are they looking for now? Thursday, November 11, 2010
  24. 24. Thursday, November 11, 2010
  25. 25. status being seen by others Thursday, November 11, 2010
  26. 26. Thursday, November 11, 2010
  27. 27. status being seen through social media Thursday, November 11, 2010
  28. 28. 3% having Thursday, November 11, 2010
  29. 29. 97% experiencing Thursday, November 11, 2010
  30. 30. sharing who you are Thursday, November 11, 2010
  31. 31. sharing what you do Thursday, November 11, 2010
  32. 32. sharing what you know Thursday, November 11, 2010
  33. 33. sharing who you know Thursday, November 11, 2010
  34. 34. sharing what you like Thursday, November 11, 2010
  35. 35. sharing where you’ve been Thursday, November 11, 2010
  36. 36. People are spending much more time interacting with other people, and much less time consuming content from websites Thursday, November 11, 2010
  37. 37. brands must help people experience things and tell their own stories Thursday, November 11, 2010
  38. 38. brand stories don’t create status story creates desire product to have Thursday, November 11, 2010
  39. 39. people’s stories create status that gotta have spark creates desire to engage story creates context for product product Thursday, November 11, 2010
  40. 40. Thursday, November 11, 2010
  41. 41. Thursday, November 11, 2010
  42. 42. Thursday, November 11, 2010
  43. 43. unimed video Thursday, November 11, 2010
  44. 44. unimed twitter + analytics + % conversion Thursday, November 11, 2010
  45. 45. Some ideas that spark stories Thursday, November 11, 2010
  46. 46. 01 Try mixing digital with the real world Thursday, November 11, 2010
  47. 47. Absolut Vodka Glimmer Thursday, November 11, 2010
  48. 48. Thursday, November 11, 2010
  49. 49. Thursday, November 11, 2010
  50. 50. Thursday, November 11, 2010
  51. 51. Instituto Mario Pena Donate Words Thursday, November 11, 2010
  52. 52. Thursday, November 11, 2010
  53. 53. Natura Kayak Scented Banner Thursday, November 11, 2010
  54. 54. Thursday, November 11, 2010
  55. 55. Swedish Post Magic Christmas Card Thursday, November 11, 2010
  56. 56. Thursday, November 11, 2010
  57. 57. 02 Try facilitating people’s sharing Thursday, November 11, 2010
  58. 58. Brazil’s elections Donate your sharing Thursday, November 11, 2010
  59. 59. Thursday, November 11, 2010
  60. 60. Coca-Cola Coca-Cola Village Thursday, November 11, 2010
  61. 61. Thursday, November 11, 2010
  62. 62. 03 Try enhancing people’s lives through new services Thursday, November 11, 2010
  63. 63. Nike Nike Plus App Thursday, November 11, 2010
  64. 64. Thursday, November 11, 2010
  65. 65. Buscofem Girl’s tips Thursday, November 11, 2010
  66. 66. Thursday, November 11, 2010
  67. 67. Thursday, November 11, 2010
  68. 68. Unimed-Rio Rio de Janeiro Circuit Thursday, November 11, 2010
  69. 69. Thursday, November 11, 2010
  70. 70. Best Buy Twelpforce Thursday, November 11, 2010
  71. 71. Thursday, November 11, 2010
  72. 72. 04 Try using existing technologies and content Thursday, November 11, 2010
  73. 73. French Connection Youtique Thursday, November 11, 2010
  74. 74. Thursday, November 11, 2010
  75. 75. Embratur Visit Brazil Thursday, November 11, 2010
  76. 76. Thursday, November 11, 2010
  77. 77. Someone... e-penis Thursday, November 11, 2010
  78. 78. Thursday, November 11, 2010
  79. 79. Itaucard The next benefit Thursday, November 11, 2010
  80. 80. Thursday, November 11, 2010
  81. 81. 05 Try allowing people to change your ptoduct Thursday, November 11, 2010
  82. 82. Havaianas / Threadless Design your flip-flops Thursday, November 11, 2010
  83. 83. Thursday, November 11, 2010
  84. 84. Wallpapers Design your cover Thursday, November 11, 2010
  85. 85. Thursday, November 11, 2010
  86. 86. Thursday, November 11, 2010
  87. 87. Vitamin Water Design your flavor Thursday, November 11, 2010
  88. 88. Thursday, November 11, 2010
  89. 89. 06 Try low motivation for high participation Thursday, November 11, 2010
  90. 90. Doritos The world’s buggest bag Thursday, November 11, 2010
  91. 91. Thursday, November 11, 2010
  92. 92. Thursday, November 11, 2010
  93. 93. Someone... Save the Galvão Birds Thursday, November 11, 2010
  94. 94. Thursday, November 11, 2010
  95. 95. “Shut up, Galvão” Thursday, November 11, 2010
  96. 96. 07 Try rethinking offline medias Thursday, November 11, 2010
  97. 97. AXA Insurance Interactive Magazine Thursday, November 11, 2010
  98. 98. Thursday, November 11, 2010
  99. 99. Burger King Wopper Face Thursday, November 11, 2010
  100. 100. Thursday, November 11, 2010
  101. 101. How can you start having great ideas that spark stories? Thursday, November 11, 2010
  102. 102. 01 Stop thinking in terms of campaign cycles Thursday, November 11, 2010
  103. 103. campaign interest year before campaign interest plataform / service year today social media base Thursday, November 11, 2010
  104. 104. Reallocating budget for creating and supporting continuous efforts. You are building new products! Structure internally for dealing with many actions at any time. Thursday, November 11, 2010
  105. 105. 02 Let the best idea come from anywhere Thursday, November 11, 2010
  106. 106. digital radio package ooh cinema TV pop newspaper magazine guerilla sponsorship Thursday, November 11, 2010
  107. 107. digital radio package ooh cinema CONSUMER pop SERVICE tv magazine guerilla sponsorship Thursday, November 11, 2010
  108. 108. Thursday, November 11, 2010
  109. 109. Pitch for the best ideas. Review, determine best. Players go back to their focus and work together. Thursday, November 11, 2010
  110. 110. 03 ready to Customers are tell stories anywhere, so be there! Thursday, November 11, 2010
  111. 111. Thursday, November 11, 2010
  112. 112. 04 Allow others to fail Thursday, November 11, 2010
  113. 113. Bowling Thursday, November 11, 2010
  114. 114. Pinball Thursday, November 11, 2010
  115. 115. Watch out for the middle management = risk averse! Gets it right = pat on the back Gets ir wrong = fired Thursday, November 11, 2010
  116. 116. from to disruptive productive Thursday, November 11, 2010
  117. 117. Спасибо @gringo_nu Thursday, November 11, 2010
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