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Discovery Channel Archivo de publicidad

DISCOVERY BUTTON


Descripción:

Advertiser: DISCOVERY NETWORKS
Agency: SALLES CHEMISTRI
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: DISCOVERY BUTTON
Videocase Production: Andrea Barreto (Publicis Salles Chemistri)
Creative Director: Alessandro Cassulino (Publicis Salles Chemistri)
Art Director: Antonio Correa (Publicis Salles Chemistri)
Producer: Emerson Russo (Publicis Salles Chemistri)
Videocase Production House: Margarida Filmes (Margarida Filmes)
COO/CCO: Hugo Rodrigues (Publicis Salles Chemistri)
Creative Director: Hugo Rodrigues (Publicis Salles Chemistri)
Producer: Rita Vilarim (Publicis Salles Chemistri)
Art Director: Kevin Zung (Publicis Salles Chemistri)
Copywriter: Luis Felipe Figueiredo (Publicis Salles Chemistri)
Videocase Production: Mayane Milinavicius (Publicis Salles Chemistri)
Production: Yes Mobile (Yes Mobile)
Post Production: Arizona (Arizona)
Production: Hugo Miguel (Mockup 10)
Account Manager: Marcos Vinício (Publicis Salles Chemistri)
Videocase Production: Tato Bono (Publicis Salles Chemistri)
Post Production: Burti HD (Burti HD)
Account Supervisor: Paula Schubach (Publicis Salles Chemistri)
Photographer: Thiago Antonovas
Producer: Thiago Loureiro (Publicis Salles Chemistri)

Execution
In a partnership with a major Pay TV Operator in Brazil, we modified its remote controls, adding an unusual button to it. We called it Discovery Button, a button that transports viewers directly to our channel, turning it into an easy and handy choice.

Effectiveness
The Discovery Button keeps reminding the viewers to check out our channel every time they turn on the TV. Since February 2013, when the remotes were released, Discovery Channel has registered an 18% increase in its ratings versus the previous year. And by the monthly average of 10,000 new subscriptions on the Pay TV Operator, new clicks are to come.

Strategy
Everyday more than 200 channels compete for the viewer’s attention on Pay TV. To make Discovery Channel stand out among so many options, we decided to explore a media that is always within reach of viewers, but had never been used before – the remote control.

Promoción "DISCOVERY BUTTON" hecho por la agencia de publicidad "Salles Chemistri Sao Paulo" para la marca: Discovery Channel Brasil. Fue producido en may. 2013.
Publicista: Discovery Communications, Inc.
Marca: Discovery Channel
Agencia: Salles Chemistri Sao Paulo
País: Brasil
Categoría: TV/Radio Programas
Emitido en: mayo 2013

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