Fabio Viana Year: Since 2009 Itinerary: Monthly column about non-conventional marketing and communication cases around the world. The goal is to inspire professionals with creative ideas that can be adapted to the Brazilian market. Luggage: Monthly articles http://www.nosdacomunicacao.com.br/autor/fabio-viana/

1. Fasten your seat belts
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Fábio Viana
Corporate Communication Globetrotter
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2. The Globetrotter
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The concept behind the
globetrotter is related with a
professional who “travels” in his
strategic plans.
The globe-trotter is someone
who wants to go beyond, and to
reach this he uses all his
references gathered in
personal, professional, and
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intelectual trips (that means: in
different countries or through
studies and experiences).

3. Timetable (Flight Schedules)
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• To BRANDING – GER/2011
• To SOCIAL MEDIA – BRA/2011
• To STRATEGY COMMUNICATION – BRA/2011
• To BRANDING REPOSITIONING – BRA/2011
• To COPYWRITING – BRA/2011
• To EVENT PLANNING – BRA/2010
• To INTERNAL COMMUNICATIONS FOR NEW COMPANY VALUES – BRA/2011
• To COMMUNICATION STARTUP – BRA/ 2009
• To AUDIOVISUAL PRODUCTION– ITA/2008
• To INTERNATIONAL PRESS – NED/2011 - ITA/2007
• To NON-CONVENTIONAL MARKETING

4. TRIP: Branding
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Passenger: Garimpo Chic - (Online concept store)
Year: 2011
Trip: Concept, name, brand and portfolio development
Itinerary: "Garimpo Chic" means Gold Panning. The german-brazilian company asked me to
make a portolio to prospect new suppliers. The idea was to show the combination of luxury
concept with e-commerce.
Luggage: Concept, Name, Brand and Portfolio

5. TRIP: Branding
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6. TRIP: Social Media
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Passenger: Terrage Modas (Brazilian Souvenirs and Bikini Store)
Year: 2011
Trip: Business Plan focused on social media insertion
Itinerary: The store was object of my MBA Business Plan. Terrage accepted the challenge to
renew its brands focusing on a social media repositioning. Facebook, Twitter and YouTube
accounts were created to expose its products and a funny AD related with brazilian’s humor
sense.
Luggage: Business Plan and Social Media Management

7. TRIP: Social Media
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8. TRIP: Branding
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Passenger: Energisa Group/ Dom Cabral Foundation (Grupo Energisa/ Fundação Dom
Cabral)
Year: 2011 (still flying - in proccess)
Trip: Concept, name and visual identity development of the Social Responsability
project from Energisa Group (a partnership with a well known famous and business
foundation in Brazil – Dom Cabral)
Itinerary: In proccess and expected to finish before the end of the year
Luggage: Concept, Name, Brand and Brand Guideliness

9. TRIP: Branding
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10. TRIP: Social Media
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Passenger: Casulo Desenvolvimento (Cocoon Development)
Year: 2011
Trip: Concept, name, visual identity and portfolio development
Itinerary: The company name and logo were created from its 4 pilars as they established the
reason of its business. The 4 elements were shaped together in a creative cocoon. From this
mix the name and all visual concepts of the company originated, reminding of
transformation, evolution
Luggage: Concept, Name, Brand, Business Card and Portfolio

11. TRIP: Branding
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12. TRIP: Strategy Communication
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Passenger: Energisa Group (Grupo Energisa)
Year: 2010/2011
Trip: Internal Communication Plan for its strategy for the next 3 years
Itinerary: The concept “Energy in all senses” was created, reminding both energy services
that the group offers as the ability of its employees to activate all their senses
(vision, hearing, smelling, touching and tasting). Each sense was associated with one activity
or position that the company desired from its employees in a way to reach the strategy in its
best way.
Luggage: Concept, Communication Plan, Event Planning, Communication Mix Design, Video
and Post-Event Pack

13. TRIP: Strategy Communication
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14. TRIP: Branding Repositioning
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Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)
Year: 2011
Trip: Internal Campaing to change IT department image within the company
Itinerary: The challenge was to make the sector change its image to a more “human” and
efficient one. For this, it was created the concept of “ IT for YOU”, which makes more sense in
the portuguese language baptized as “TI para TI”. The idea behind it was to show the sector
like one is made by and for the employees. With the mix of communication tools used, the
image of one female employee was introduced – also to unmistify the idea that IT is an
exclusive male sector
Luggage: Concept, E-mails Marketing, Internal Survey, Quizz and Communication tools
combined

15. TRIP: Branding Repositioning
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16. TRIP: Copywriting
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Passenger: Energisa Group (Grupo Energisa)
Year: 2011
Trip: Make a celebrative folder on behalf of its 10 years Management Strategic System
anniversary
Itinerary: A differentiated folder was created, guided through a fragmented timeline which
could interact with the topics explained. The challenge was to communicate one subject seen
for some as “complicated” in a simple and attractive way.
Luggage: Copywriting and Design.

17. TRIP: Copywriting
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18. TRIP: Event Planning
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Passenger: Energisa Groupa (Grupo Energisa)
Year: 2010
Trip: Best Practices Seminar Planning
Itinerary: The challenge was to plan an event where the best practices of its employees
(selected through an internal recognition program) should be exposed. In this way, the
concept was created “We don’t need to go to space to discover our stars”, reinforcing the
meritocracy and also the “team feeling” (one star shines more when it is together with other
stars in a constellation). During the event, viral videos produced on purpose by the consultant
in an amateur way (common cameras, simple editing) were also shown to the audience that
with few resources and creativity they could also make a job well done.
Luggage: Communication Plan, Visual Identity, Viral Videos and Magazine

19. TRIP: Event Planning
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Communication Mix: invitations, videos and other jobs

20. TRIP: Event Planning
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Post-event Magazine:

21. TRIP: Internal Communication for New Company Values
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Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)
Year: 2010
Trip: Internal Communication Strategy for welcoming new Branches
Itinerary: Following the context of the previous slide, in parallel RM needed to strengthen its
internal communication to welcome its new subsidiaries, and to communicate all the changes
to its new employees
Luggage: Welcome Kit, Communication Mix: e-mail
marketing, posters, intranet launching, SMS, special newsletter, wallpaper and Road Show.

22. TRIP: Internal Communication for New Company Values
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Welcome Kit:

23. TRIP: Communication Department Startup
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Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)
Year: 2009/2010
Trip: Establish Communication Department structure and deployment
Itinerary: Communication Department of the company
Luggage: Department structure and deployment (Development of all sector politics and
processes; General Communication Management); Event planning; Branding; Responsible
for all media implementation (Home Page, Newspaper, Magazine, Newsletter, SMS and
Intranet), Public Relations, Crisis Management and Life Quality/ Social Responsibility
projects.

24. TRIP: Communication Department Startup
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Communication Mix :

25. TRIP: Communication Department Startup
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Communication Mix :

26. TRIP: Viral Video Production
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Passenger: University of Rome “La Sapienza”
Years: 2008
Trip: Viral Video
Itinerary: Production of parody of viral spot Dove Evolution. The job was awarded Video of
the week in MTV Italy program Your Noise, following an exhibition on the German Channel
DW (Deutsche Welle). Today, the video is also a viral, being viewed by more than 150
thousand people around the world and it was also shown as a video case in a podcast last
year in New York
Luggage: Viral Video

27. TRIP: Viral Video Production
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http://www.youtube.com/watch?v=5iMTDPozuXU

28. TRIP: Pilot Program
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Passenger: MTV
Years: 2008
Trip: TV Program
Itinerary: Following the succes of Fábio’s viral parody, MTV Italy invited him to be guest of
Your Noise program. Afterwards, he produced a pilot program entitled Girotondo (Around
the World), putting together in it friends from different parts of the globe.
Luggage: Concept, screenplay, presentation and editing

29. TRIP: Pilot Program
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http://www.youtube.com/watch?v=q1kjCPf1bqo

30. TRIP: Non-Conventional Marketing Columnist
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Passenger: Nós da Comunicação
Trip: Fixed Columnist for this Corporate Communication Website
Itinerary: The articles are about Non-Convetional Marketing and Corporate Communication
Strategies
Luggage: Copywriting

31. TRIP: Non-Conventional Marketing Columnist
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http://www.nosdacomunicacao.com/colunista_todos.asp?id=61&tipo=C

32. Globetrotter’s Luggage
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Fábio Viana has a Master Degree in Communication and
Organisation by University of Rome “La Sapienza”, with final thesis
focused on Non-Conventional Marketing (through social networks
and viral marketing). Currently, finishing an MBA in Business
Management by IBMEC Business School (Rio de Janeiro). Fábio
also has a Specialisation in Corporate Communication and |-|------------------------------
Bachelor Degree in Journalism.
With ten years of globetrotter experience in Italy, he was Trade
Marketing Consultant with the National Public TV RAI. He also
produced a parody of a viral spot from Unilever (Dove) to his
Master’s Defense that at the end was elected as “the video of the
week” by MTV Italy and also broadcasted by German TV Deutsch
Welle (DW). Currently he works in projects related to Strategic
Communication and until recently was Communication Manager in
Brazil with Infraestructure Solutions company (Telecom and
Energy). Fábio is also a fixed columnist for the Brazilian Corporate
Communication website “Nós da Comunicação” (We from
Communication) (www.noscomunicacao.com.br).