Brand owner: Telefónica
Lead agency: Wunderman, Y&R Sao Paulo
Industries: Telephone & internet services
Media channels: Online video, Search marketing, Social media
Budget: Up to 500k
Brazil is the land of happiness. But online, it is a very different country, with five million hate tweets a year. The #rethink2018 venture is an anti-cyberbullying project by Vivo, Brazil's largest telco, in partnership with Google.
First, we invited real people who have suffered cyberbullying (e.g. a refugee, a plus-sized girl) to be part of a full campaign, starring in a film. Then, we partnered with Google for a breakthrough use of data to address opposing targets: the haters and the cyberbullied simultaneously.
Based on Google Search keywords, online behaviour and interests, we developed different clusters: people who had searched for xenophobic, anti-refugee content would be served the anti-xenophobia film montage; girls who had searched for plus-sized clothes would be served the self-esteem montage, and so on.