GABRIELASPEDOSANCHEZportfolio
WHO’S TALKING?Case 01 - REVOLTCase 02 - WINDOWS 8Case 03 - NBARESUMEindex
WHO’S TALKING?TALKING ABOUT PEOPLE...I am from Brazil, born and raised in Sao Paulo: an energetic, cosmopolitan city that ...
“Giving people what they keep looking for.”Case 01REVOLT
REVOLTthe contextthe targetthe problemPuff Daddy is launching his new project: a music TV channel in which both artist and...
REVOLTthe opportunitythe messagethe insightWe could see that people already had the behavior of looking for deeper informa...
the creationThe Superbowl is all about the repercussion. it has buzz before, it has a high audience during and all this ca...
REVOLTREVOLT
“Making people experience the world in a way they’ve never done before.”Case 02WINDOWS 8
WINDOWS 8the contextthe targetthe problemWindows launched it’s new operation system (OS). It is revolutionary in a way tha...
WINDOWS 8the opportunitythe messagethe insightEveryone has touch, and we knew that was not something that would appeal to ...
the creationIn order to gain awareness and promote things that could generate buzz, we’ve created OOH Interventions in cab...
WINDOWS 8WINDOWS 8the creationWe delivered just the beginning of all the potentialthat the idea of being more human by imp...
“Take people away from their mundane world.”Case 03NBA
NBAthe contextthe targetthe problemNBA is one of the top sports league in the world but it’s activity is still focused on ...
the opportunitythe messagethe insightThrough watching matches and especially through making a survey with people from diff...
NBAthe creationMagic, competitiveness and being understood in different languages were main deliverable on this case. We w...
NBANBAInspirationOutdoor with technology to enable people to wa-tch the reel of the players.
NBAEngagement& Sharable ContentYoutube and facebookwould make people share thecontent and engage with thebrand.
NBANBACompetitivnessApp would make the target interact with the NBAand its friends. Gamification of the matches.
MY EXPERIENCE
GABRIELA SPEDO SANCHEZStrategic planner - Sao Paulo/ Brazilgabi.spedo@gmail.com - mobile + 55 11 995438133http://www.linke...
professional qualificationslanguages- Developing creative briefs for clients such as Carrefour, Electrolux, Nissin, Claro ...
coursesinternational experience- The Contemporary Man’s Behavior – Jan 2012 – Casa do Saber – Brazil- Cinema, psychoanalys...
GABRIELASPEDOSANCHEZportfolio
Portfolio Miami Ad School - Gabriela Sanchez
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Portfolio Miami Ad School - Gabriela Sanchez

Portfolio criado durante o Bootcamp de Planejamento da Miami Ad School - Miami Beach, entre janeiro e março de 2013
Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Portfolio Miami Ad School - Gabriela Sanchez

  • 1. GABRIELASPEDOSANCHEZportfolio
  • 2. WHO’S TALKING?Case 01 - REVOLTCase 02 - WINDOWS 8Case 03 - NBARESUMEindex
  • 3. WHO’S TALKING?TALKING ABOUT PEOPLE...I am from Brazil, born and raised in Sao Paulo: an energetic, cosmopolitan city that never stops, the city where life is constantly happening in a fast pace,and where all kinds of people come together, and that’s why I am the way I am.Restless, true to myself, talkative, interested in people and in cultures. Ilove travelling, I love meeting new people and new things. I consider myself good at talking to people, good at trying new things, good at travelling; I’m awannabe runner, wannabe restaurant critique and a person who is always trying to bring people together.I have been working as a strategic planner for the past three years and what interests me the most about this career is being able to know about things Iwould never thought about, and meet people, that I would never get to know otherwise. Finding out different points of views and understanding differentreactions towards the most diverse situations amazes me.Trying to understand how people feel the way they feel towards brands, and seeing specificity onevery brand and being curious and open to put myself in people’s shoes is something that I really appreciate doing.I have always being curious about people, and before thinking of working in advertising i wanted to be a psychologist, so being able to put those twothings together is what I aim for.I believe in the power of people and especially I believe in the power of their relationships. When they want something and they go together they can doeverything.The energy that comes from people standing together for something gives me goosebumps. Family ties, friendship and relationships are whatreally makes people strong.And I know that one person can actually make a difference, make a change and make things make sense.I believe in people.On the following pages I will summarize with a subtitle for every cases, how my perceptionof people’s importance influenced the way I thought of them.
  • 4. “Giving people what they keep looking for.”Case 01REVOLT
  • 5. REVOLTthe contextthe targetthe problemPuff Daddy is launching his new project: a music TV channel in which both artist and the audience will have power on deciding what’s going to be sho-wed. It’s going to be an interactive, full content brand, which expertise is music.Artists will be able to show up live, providing the content that they want, whenever they feel like it, new artists will be able to promote themselves just bysending a video with their performance. Finally, audience, through social media, will be able to vote and to be a part of the programming, also, anyonewho has any kind of content will be able to send it to the channel and get a chance to be launched.From different types of surveys, desk research and personal knowledge, we understood that there are few types of relationship one can have with music,and our target was the one with specific music behavior, and who combined both the good taste and passion for music and the interest in reality TV, cele-brities and knowing about what happens on the backstage of things.The Music BreathersTypical millenials, from 16 to 25: multi screen, multi task (watch TV, while talk to someone on Facebook, while tweet, while download stuff and go togoogle to look up for further information), agitated and always looking for the latest things.They already go through different websites and platforms to understand and to dig dipper on this subject. They use Pandora, YouTube, iTunes and othersites to listen and to read about music and to watch videos, because they think that they complement each other.Launch an innovative TV channel on an outdated format (Superbowl TVC), making it appealing to the young innovative audience.
  • 6. REVOLTthe opportunitythe messagethe insightWe could see that people already had the behavior of looking for deeper information on musics and artists, and that video clip was not enough to keepthem engaged. Revolt was not only a TV channel but rather a whole platform that allowed people having full, 360o experience with music which wasexactly what the audience was looking for.Revolt Gives full access to the world of music.When you are really fans you want to be as part of music’s life as it is a part of yours.
  • 7. the creationThe Superbowl is all about the repercussion. it has buzz before, it has a high audience during and all this can be amplified afterwards.Having heavy social network users as target it was essential to make an effort on this aspect.REVOLTBEFORE DURINGAFTERTwitterBoth P. Diddy and his influent friends would startpromoting Revolt on the twitter by the time it gotcloser to the game.TVCImages of a singer creating its song, naked, insidehis room are supposed to convey the concept offull access. In the end there is a call to action toRevolt’s new fanpage.FanpageThe first thing that would start building the con-cept of the TV channel to live is the live streamingof Beyonce’s half time concert backstage.
  • 8. REVOLTREVOLT
  • 9. “Making people experience the world in a way they’ve never done before.”Case 02WINDOWS 8
  • 10. WINDOWS 8the contextthe targetthe problemWindows launched it’s new operation system (OS). It is revolutionary in a way that it is set up in tiles that are fully personalized: you choose the tiles thatyou want, in the size that you want them, so that your interface will be completely personalized. The tiles will constantly update with the latest informa-tion so you don’t have to go into an app or into the website to see what’s going on.Microsoft understood that the internet is not only just a part of the computer experience, it IS the whole experience, and Windows 8 provides it.Millennials.Millennials. They are multi-platformed in their approach to technology, often utilizing multiple screens while engaging in their interests. They have aninherent fear of being excluded, of being out of touch with their friends, family, the world. They don’t distinguish real life and virtual life, but rather theyare always trying to increase their experience by putting them together.We went to experience Windows 8 and talked to people who worked with it or were looking into buying computers, and we were convinced that the newOS was a revolution, but we knew that Windows still hadn’t been able to change it’s old image, so Windows 8 had no success.Our job was to show the relevance and the innovation on the new OS to increase it’s adoption.
  • 11. WINDOWS 8the opportunitythe messagethe insightEveryone has touch, and we knew that was not something that would appeal to people. But we considered that even tough in its previous campaignWindows tried using this as a claim, that was not what was innovative about the OS. The tiles were the new thing and that was what gave the whole newexperience, and so that was what was supposed to be communicated.Windows 8. Being more human.When you feel immerse in something, the interaction seems more complete and more human.
  • 12. the creationIn order to gain awareness and promote things that could generate buzz, we’ve created OOH Interventions in cabs, outdoors or at the street to makepeople feel like they are experiencing something different, through our tiles.At all those places people could interact with what was being displayed in order to discover and explore windows 8 utilities and its benefits.WINDOWS 8
  • 13. WINDOWS 8WINDOWS 8the creationWe delivered just the beginning of all the potentialthat the idea of being more human by improving lifeexperience, but we understand that there are stillmore do be done to build this experience.OOH activations at bus stop and cabs allowedpeople to interact with the outdoor and see differentlocations using the tile interface (more information,more images, deeper experience).At the streets our idea was to make people reallyfeel that by using the tiles they were immerse in theworld. The tiles were screened on the floor and theperson would also chose a location, and so one wouldbe surrounded by the place one chose.
  • 14. “Take people away from their mundane world.”Case 03NBA
  • 15. NBAthe contextthe targetthe problemNBA is one of the top sports league in the world but it’s activity is still focused on it’s main country, the USA. They are already overseas with some initiati-ves to promote both the sport and the league but they see more opportunities in 10 other countries around the globe.The Admirer.Student age male who are fanatic about sports. They are competitive with their friends and are always trying to prove they are the ones who know betterabout the subject. They are bored and therefore are always looking outside for excitement and for new things to entertain them, but specially, they are inan age when they are more likely to look for role models in other people, rather then looking for their parents as an example on what they want to grown into.As a foreigner, I had always been to soccer matches and I was used to watching soccer on TV, but I was not used to the NBA. We went to watch a matchand everyone was amazed, with jaws dropping by the plays and the whole structure of the “event”. That was something unique and amazing and peoplehad to understand that in order to start engaging and seeing more value on the sport.Our job was to make a global campaign that promoted NBA’s experience to engage more people.
  • 16. the opportunitythe messagethe insightThrough watching matches and especially through making a survey with people from different countries who had any sort of relationship with the sportor to the NBA, we understood that NBA is unique indeed.It is fast paced, it has the best players in the world and it is a game in which every moment matter, and most plays amaze you and make you wonder howthat happened. The target looks for excitement and adrenaline and that is all delivered in every single match.NBA Delivers you constant magic.People usually watch their favorite sports to see the outcome. They are not used to watching to enjoy and appreciate every moment in the game.NBA
  • 17. NBAthe creationMagic, competitiveness and being understood in different languages were main deliverable on this case. We wanted to explain players’ moves inorder to engage people in seeing how many moves there are in one single play, and also convey them on playing the sport.Making people engage, share and feel inspire was our idea on trying to convey the magic that surrounds the matches.AWARENESSINSPIRATION COMPETITIVNESSENGAGEMENT & SHARABLE CONTENTThe TVC had to convey the game’smagic and the fact that it has fastpace. It was done by presentingplays and the audience reaction.Having outdoor and merchandisewith QR code and other new tech-nologies made people see more thanjust an ad or a stamp. They could seethe players’ amazing plays.The target is very likely to be competitive on whoknows the most, when it comes to sports. Tomake them do this and get rewarded an app wascreated so that each person could try to guess howmany of each moves would be played in everymatch and compete with their friends to see whohad more right answers.The biggest activation would happen online withplayers teaching and showing how they did theirmoves, and inviting the audience to try to redo it.This video could be send back to NBAs fanpage andalso could be shared on the youtube, the person’sfanpage and twitter.
  • 18. NBANBAInspirationOutdoor with technology to enable people to wa-tch the reel of the players.
  • 19. NBAEngagement& Sharable ContentYoutube and facebookwould make people share thecontent and engage with thebrand.
  • 20. NBANBACompetitivnessApp would make the target interact with the NBAand its friends. Gamification of the matches.
  • 21. MY EXPERIENCE
  • 22. GABRIELA SPEDO SANCHEZStrategic planner - Sao Paulo/ Brazilgabi.spedo@gmail.com - mobile + 55 11 995438133http://www.linkedin.com/pub/gabriela-sanchez/16/910/550educational backgroundprofessional qualificationsAccount Planner Bootcamp at Miami Ad School, Miami Beach – Jan to Mar. 2013Graduated in Social Communication and Advertising. Escola Superior de Propaganda e Marketing (ESPM) – São Paulo, Brazil. 2010- Developing creative briefs for Natura;- Developing research briefings for Natura;- Helping in the development of campaign strategies for Natura and McDonald’s;- Elaborating and presenting campaigns;- Identifying trends;- Consumer insights;Planning Supervisor at Taterka ComunicaçõesAug 2012 to Dec 2012
  • 23. professional qualificationslanguages- Developing creative briefs for clients such as Carrefour, Electrolux, Nissin, Claro and Embratel;- Helping in the development od campaign strategies;- Elaborating and presenting campaigns;- Identifying trends;- Consumer insights;- Aiding in discussions for planning/execution for clients like Caixa Econômica Federal, UOL, UNILVER (Knorr and Fruttare) and Johnson& Johnson (Johnson’s Baby)- Researching market information- Analyzing competitors- Consumer research- Formulating and editing conceptual and research videos- Identifying trends and opportunitiesAssistant Planner at F/Nazca Saatchi SaatchiMay 2010 to Aug 2012Portuguese (Native)English (Fluent)Spanish (Basic)Planner Inter at Borghierh / LOWEMar 2009 to May 2010
  • 24. coursesinternational experience- The Contemporary Man’s Behavior – Jan 2012 – Casa do Saber – Brazil- Cinema, psychoanalyses and dreams – Jul to Sept 2011 and Jul to Sept 2012 – Casa do Saber – Brazil- Greek Mythology: The Gods of Olympus and Jungian archetypes– Feb to Apr 2011 -COGEAE/PUC –Brazil- High School – USA – Aug 2004 to Jan 2005;- Spanish course – Spain – Dec 2007 to Feb 2008- Miami Ad School – USA – Jan 2013 to Mar 2013
  • 25. GABRIELASPEDOSANCHEZportfolio

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