about “FilmBrazil at Cannes”
In working with FilmBrazil, TRUST launched an over arching effort, using targeted materials, messaging, a series of marketing blasts, content creation, press placements, social media, and one-on-one Cannes meetings to help communicate the benefits of partnering with FilmBrazil. As a result, FilmBrazil achieved greater awareness within U.S. and International agencies which, when combined with future PR efforts, will lead to beneficial partnerships when agencies and brands shoot in Brazil for the upcoming World Cup and Olympics.
Established in 2002 by APRO (Brazilian Association of Production Companies) and supported by APEX (Brazilian Trade and Investment Promotion Agency), FilmBrazil sets the bar for foreign advertising productions in Brazil, representing over 50 Brazilian companies that produce 80% of Brazil’s advertising. It is the largest advertising network in Latin America, with members from the areas of production, interactive, and post-production (VFX/animation, music and sound design). For non-Brazilians, FilmBrazil acts as a resource, educating advertising professionals, connecting them with Brazilian counterparts, and guiding them through the Brazilian production process.
Using the official Cannes Delegates list as a starting point, TRUST began a rigorous campaign of research and contact building to facilitate networking efforts at the Festival of Creativity.
The TRUST team set about identifying key targets for general awareness marketing blasts and potential meetings with FilmBrazil partners – gathering well over a thousand fully-confirmed email contacts over the course of the project for top level advertising personnel.
Armed with an extensive contact list of Cannes delegates, TRUST liaised closely with FilmBrazil and its partners to determine the companies that would be interested in attending delegate meetings in Cannes. TRUST designed and distributed a thorough questionnaire to determine each company’s specific interests and desires for any potential Cannes meetings, and began a rigorous campaign of individualized email outreach to relevant segments of the Cannes delegates contact list – sending hundreds of email inquiries and initiating dozens of exchanges with agency targets all over the world in an effort to pair each FilmBrazil partner with a minimum of one high-level delegate for a one-on-one meeting in Cannes. Then, at the FilmBrazil Cannes happy hours, TRUST personally made introductions and facilitated meetings with U.S., International, and Brazilian agency and production company contacts.
Having collected over a thousand agency creatives, producers and executives through the Cannes delegate list, TRUST was able to leverage those contacts to deliver a series of engaging promotional marketing blasts to the inboxes of hundreds of high-level decision-makers. Marketing blasts centered on production in Brazil generally and upcoming opportunities with the Olympics and World Cup specifically, placing the FilmBrazil message and brand directly in front of key players in international advertising for the two upcoming events.
Though the coordination of FilmBrazil Partner Meetings and Direct Marketing outreach comprised the primary objectives of TRUST’s efforts on behalf of FilmBrazil, the TRUST team also pursued numerous other avenues in working to promote the FilmBrazil brand. Social Media provided a useful outlet, with TRUST using key press and happenings to bring attention to FilmBrazil, its partners, and the country as a whole within a network of agency and production industry players.
TRUST created content for internal use and also to leverage for press opportunities, giving FilmBrazil a chance to talk about their sectors and discuss how to produce projects in Brazil.
Working directly with FilmBrazil partners, TRUST created content for social media posts and placement in U.S .and European trade media, coordinating an insightful Q&A with Hungry Man’s Alex Mehedff.
TRUST leveraged its asset creation and management efforts to secure press opportunities with American trade publications. Q&A’s devised by TRUST and completed by FilmBrazil members like Clan VFX appeared as featured content in well-known industry publications. In addition, TRUST has provided consultation services during the period of political unrest in Brazil, giving FilmBrazil members indispensable insights into the portrayal of Brazil in American advertising media.
TRUST connected FilmBrazil partners with high level U.S. and European agency contacts, including BDO New York, BBDO PROXIMITY, AMV BBDO, Leo Burnett, BBH China and others, for invaluable one-on-one meetings to discuss future production plans surrounding the upcoming World Cup and Olympics. These meetings both educated key decision-makers on the benefits of working with FilmBrazil partners and opened a line of communication for possible future collaboration. Through a combination of direct marketing and PR, TRUST also engaged top-tier advertising contacts with important production materials, keeping FilmBrazil top of mind and presenting their members as ideal partners for future Brazil-based projects.