Adéu Barcelona (by Lucas Jatobá)








      Advertiser / client:
ATRÁPALO

Product:
Atrapalo.com (Online travel and leisure agency)

Sector:
Travel and leisure

Strategy:
It’s common to hear that the results of a piece of viral content are unpredictable, that no one can guarantee success. That isn’t necessarily true. It only takes renouncing to two importante elements:
- Any protagonism in the content by the brand.
- Any protagonism in the creativity by the agency.

This is the case of “Adeu Barcelona”. A small campaign which turns the order of elements around:
1. Search for results. For 48 hours we monitored the internet to find a piece of content with viral qualities.
2. Identifying the right idea. We found something which embedded the brand values.
3. Establishing the objectives:
     - Awareness.
     - Value creation.
     - Sparkling conversation.
4. Production. The brand didn’t copy the idea but instead it helped the author to improve it by backing him with resources.
5. The design of a media strategy (bought, owned and won media) to promote the content.

Synopsis:
Lucas Jatobá is a Brazilian who had spent the last three years of his life in Barcelona. In order to thank the city for all the good moments he had spent in it, he decided to make a very special farewell present before leaving for a new destination. He released half a dozen balloons in the air tied to theatre tickets for those who would find them. He filmed this performance and shared the video with his friends.
It was a lovely act of communication. It was viral too. It was so because in less than 8 hours it had obtained 11.000 views. Moreover it had a lot to do with Atrápalo in tone and values because Atrapalo defines itself as a facilitator of urban entertainment.
We spoke to Lucas and he agreed to withdraw the video. Atrápalo would in turn give him hundreds of tickets, and the technical means to shoot the video again, as well as media support to launch it.
In return he only needed to thank Atrápalo for its help.

Results:
YouTube:
550.000 views.
2.300 positive likes.
1.982 favorites.
575 comments.
15 awards, among them the No. #1 most viewed video in Gente Magazine or Blogs in Spain and Brazil.
On February 23rd YouTube Trends highlighted it as one of the four most viral videos worldwide.

Facebook:
It was shared 48.000 times (the most watched Superbowl TV ad was shared 59.000 times).
Facebook tab: 230.000 visits and 3.560 comments in one week.

The video appeared in different media around the world: ABCNews (EEUU), O'Globo (Brasil), TVN (Chile), NHKWorld (Japón), LaVanguardia, LaRazón, RAC1, RTVE (Spain).

Pieza:

              Adéu Barcelona