brandro 2017 - sebastian olar, publicis românia

&

Septembrie 2017

Morgan Freeman narrates Carmen’s Untold commentYet another reason to pay with Visa everywhere you want to be in Romania

Context

IdeaWith his amazing voice that

makes anything amazing, Morgan Freeman narrates this comment as a sign of

appreciation to this woman’s wonderful story. A feeling that only Visa could

offer.

Phase 1: Dropping the bombTarget audience: Romanians

Phase 1: dropping the bombOn September 8,

exactly one month after the original

comment has been posted, Visa replies

to Carmen.

UNTOLD blows the whistle 15 minutes later, UNTOLD screenshots the

incredible news and posts it on their page

together with the link to the respective story.

Cabral further spreads the wildfire 15 minutes later after the UNTOLD post, Cabral shares the

story, too.

But… we also want to capture the woman’s reaction to the Visa gift

So…

So when we post Morgan Freeman reply to her comment, we’ll make sure she’s with us. How?

The candid cameraWe ask someone from Untold to contact the woman and invite

her to come to the Untold headquarters together with her DJ son and 86 year-old father to

pick-up 3 VIP invitations for UNTOLD 2018, in exchange for the beautiful story they shared. They

get there and accept the invitations, but there’s something else. The Untold guy invites them to a computer and plays them

the killer video. From behind the screen, we capture the reaction of the 3 “victims” on film, which we’ll use in the Phase 2 of the

campaign.

ProTV partnershipWhen the candid camera

moment is done, a reporter from Pro TV is also there to

cover the story for the evening news.

Phase 2: wrapping up the campaign and amplifying it globally

Target audience: international media outlets

Yet another reason to pay with Visa

After the initial phase of the campaign, in which everyone will talk about the epic reply, we create a video film that explains the whole context and then introduces the epic reply together with the woman’s reaction to it. Everything leads to the message that this is just one of the reasons you want to be a Visa owner, because these are the kind of experiences to expect.

A gift from Visa: Morgan Freeman narrates Carmen’s comment• At Visa, we’re all about “everywhere you want to be”. That’s why

we’re proud sponsors of all your favorite festivals – Neversea, Summer Well and Untold, Europe’s biggest festival. • But being sponsors is not enough, so when we found Carmen’s

beautiful story on UNTOLD’s Facebook page about her being the mother of a DJ and coming to the festival together with her 86-year old fan, we decided to give it a voice. And not just any voice – but THE voice! • Morgan Freeman narrating Carmen’s Facebook comment

A gift from Visa: Morgan Freeman narrates Carmen’s comment• To get her reaction, we invited her over to the Untold headquarter,

under the motive of receiving full VIP passes to next year’s edition in exchange for her story.(Carmen, baiatul Dj si tatal de 86 de ani ajung la sediu, primesc de la organizator 3 abonamente VIP pentru 2018. Toti 3 se bucura. Bogdan de la Untold ii anunta ca mai e ceva.)• Then... we showed her why we really invited them over.

(toate cele 3 generatii se uita la video pe un ecran mare, vedemreactiile socate)

A gift from Visa: Morgan Freeman narrates Carmen’s comment• Image/ SUPER: Yet another reason to pay with Visa everywhere you

want to be in Romania.• Sound/ bloopers: “Visa, Visa, Visa, Visa” “Carmen? So she wrote the

comment?” “We’re thanking her?”Doamna Carmen: “You made me so happy that I went to Untold”• Yet another reason to pay with Visa

All laugh.

Thank you!KARLABOOM