GABRIELASPEDOSANCHEZportfolio

WHO’S TALKING?

Case 01 - REVOLT

Case 02 - WINDOWS 8

Case 03 - NBA

RESUME

index

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. I love 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 a wannabe 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 I would never thought about, and meet people, that I would never get to know otherwise. Finding out different points of views and understanding different reactions towards the most diverse situations amazes me.Trying to understand how people feel the way they feel towards brands, and seeing specificity on every 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 two things 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 do everything.The energy that comes from people standing together for something gives me goosebumps. Family ties, friendship and relationships are what really 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 perception of people’s importance influenced the way I thought of them.

“Giving people what they keep looking for.”

Case 01

REVOLT

REVOLT

the context

the target

the problem

Puff 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 by sending a video with their performance. Finally, audience, through social media, will be able to vote and to be a part of the programming, also, anyone who 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 Breathers

Typical millenials, from 16 to 25: multi screen, multi task (watch TV, while talk to someone on Facebook, while tweet, while download stuff and go to google 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 other sites 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.

REVOLT

the opportunity

the message

the insight

We 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 keep them engaged. Revolt was not only a TV channel but rather a whole platform that allowed people having full, 360o experience with music which was exactly 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.

the creation

The 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.

REVOLT

BEFORE DURING AFTER

TwitterBoth P. Diddy and his influent friends would start promoting Revolt on the twitter by the time it got closer to the game.

TVCImages of a singer creating its song, naked, inside his room are supposed to convey the concept of full access. In the end there is a call to action to Revolt’s new fanpage.

FanpageThe first thing that would start building the con-cept of the TV channel to live is the live streaming of Beyonce’s half time concert backstage.

REVOLTREVOLT

“Making people experience the world in a way they’ve never done before.”

Case 02

WINDOWS 8

WINDOWS 8

the context

the target

the problem

Windows 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 that you 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 an inherent 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 they are 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 new OS 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.

WINDOWS 8

the opportunity

the message

the insight

Everyone has touch, and we knew that was not something that would appeal to people. But we considered that even tough in its previous campaign Windows 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 new experience, 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.

the creation

In order to gain awareness and promote things that could generate buzz, we’ve created OOH Interventions in cabs, outdoors or at the street to make

people 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

WINDOWS 8WINDOWS 8

the creation

We delivered just the beginning of all the potential

that the idea of being more human by improving life

experience, but we understand that there are still

more do be done to build this experience.

OOH activations at bus stop and cabs allowed

people to interact with the outdoor and see different

locations using the tile interface (more information,

more images, deeper experience).

At the streets our idea was to make people really

feel that by using the tiles they were immerse in the

world. The tiles were screened on the floor and the

person would also chose a location, and so one would

be surrounded by the place one chose.

“Take people away from their mundane world.”

Case 03

NBA

NBA

the context

the target

the problem

NBA 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 better about the subject. They are bored and therefore are always looking outside for excitement and for new things to entertain them, but specially, they are in an 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 match and everyone was amazed, with jaws dropping by the plays and the whole structure of the “event”. That was something unique and amazing and people had 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.

the opportunity

the message

the insight

Through watching matches and especially through making a survey with people from different countries who had any sort of relationship with the sport or 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 how that 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

NBA

the creation

Magic, competitiveness and being understood in different languages were main deliverable on this case. We wanted to explain players’ moves in

order 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.

AWARENESS

INSPIRATION COMPETITIVNESS

ENGAGEMENT & SHARABLE CONTENT

The TVC had to convey the game’s magic and the fact that it has fast pace. It was done by presenting plays and the audience reaction.

Having outdoor and merchandise with QR code and other new tech-nologies made people see more than just an ad or a stamp. They could see the players’ amazing plays.

The target is very likely to be competitive on who knows the most, when it comes to sports. To make them do this and get rewarded an app was created so that each person could try to guess how many of each moves would be played in every match and compete with their friends to see who had more right answers.

The biggest activation would happen online with players teaching and showing how they did their moves, and inviting the audience to try to redo it.This video could be send back to NBAs fanpage and also could be shared on the youtube, the person’s fanpage and twitter.

NBANBA

InspirationOutdoor with technology to enable people to wa-tch the reel of the players.

NBA

Engagement

& Sharable ContentYoutube and facebook would make people share the content and engage with the brand.

NBANBA

CompetitivnessApp would make the target interact with the NBA and its friends. Gamification of the matches.

MY EXPERIENCE

GABRIELA SPEDO SANCHEZ

Strategic planner - Sao Paulo/ Brazil

gabi.spedo@gmail.com - mobile + 55 11 995438133

http://www.linkedin.com/pub/gabriela-sanchez/16/910/550

educational background

professional qualifications

Account 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

professional qualifications

languages

- 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 opportunities

Assistant Planner at F/Nazca Saatchi SaatchiMay 2010 to Aug 2012

Portuguese (Native)English (Fluent)Spanish (Basic)

Planner Inter at Borghierh / LOWEMar 2009 to May 2010

courses

international 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

GABRIELASPEDOSANCHEZportfolio