Real Time Mic
Metropoles.com
Issue 52 | September 2019
Agency
Leo Burnett Tailor Made
Creative Team
Chief Creative Officer: Marcelo Reis Executive Creative Director: Wilson Mateos General Creative Director: Pedro Utzeri Creative Director: Vinicius Stanzione Art Director: Breno Ribeiro Copywriters: Filipe Medici, Fabio Nagano
Production Team
Agency Producers: Maria Fernanda Moura, Jackeline Neuwirt Digital Project Team: Denis Gustavo, Pedro Rais, Katia Rosa Technology Development Company: Pravy Production Company: Belina Filmes Sound Production Company: Quiet City
Other Credits
Account Team: Fabio Brito, Rodrigo Terra Media Team: Andrea Hirata, Marcelo Iwakiri Planning VP: Tiago Lara Content: Rafael Segri Client Approval: Luiz Montenegro
Date
April 2019
Background
Metropoles.com reports on the news as it happens. But despite the immediacy of its reporting, 73% of Brazilians still got their news from traditional TV news programmes, hours after the events had played out.
Idea
What could Metropoles.com do to get Brazilians to understand that they were invariably the first to report any major news story? The idea was to place a $2.99 USD digital clock on their microphones. As and when Metropole’s competitors broadcast their news stories, Metropole’s mic showed the precise time at which the story had broken, often hours earlier in the day, thus showing their audiences that the news was always fresher on Metropoles.com.
Results
Traffic to Metropoles.com increased by 37.5%. More than 98 million people were impacted. Earned media was valued at $3.6 million USD for a total spend of $2.99.
Our Thoughts
This is genius, the very epitome of newsjacking. Metropoles reached the audience they wanted to woo away from their competitors actually in their competitors’ content.
They must have been spitting. And nothing they could do about it! Added to which, it was using TV as a mass-market medium without having to pay for it. So not only were they annoying the programme makers, they were annoying the broadcasters too. Luiz Montenegro is a courageous client, for sure.