In 2013, Globo, the largest Brazilian TV network, released its upcoming television season in an unprecedented way: a TV show. That's how the campaign called “Vem Aí” (Coming Up Next) came about as a broadcast production watched by over 47 million people.

The outcome is an unparalleled mass media action in world TV. With the show as a platform to keen and bring awareness to advertisers and audience, Globo strengthened its status as the most innovating content producer.

From ad films to sports events transmissions; from bumpers and fillers to newscasts scripts: Globo Marketing Team built a strong cross media strategy to promote the expression VEM_AÍ. It became the channel's tagline, developed to celebrate the network and the new programming: the channel´s signature.

Taking advantage upon the local vast musical scene, a tune was produced and its video clip, performed by 53 of Brazilian finest pop stars. A great deal of digital efforts were also required, and with the app VEM_AÍ, Globo launched the first social TV app in the national market.

The new campaign was supported by the production of:

* 31 on air fillers starring 30 actors / hosts and 35 journalists / news anchors * These pieces were released on air 14 days before the show

* 54 on air promos aired inside commercial breaks for 4 days

* 17 newspaper and magazine ads explaining what the term “Coming up Next’ (“Vem aì”) meant and inviting the spectator to participate in Globo's programming celebration.

Physical pieces in acrylic written “Coming Up Next” (Vem aí) were produced. Each had different objects inside the acrylic suggesting journalism, entertainment, sports and shows (microphones, flowers, music notes, and balls).

These pieces were spread in public places in Rio de Janeiro and São Paulo. Cross media among several programs was used to invite Brazilians to watch the show, and finally, broadcasting the upfront with more than 1000 guests.

And to help viralize the new programming, a mobile app was created that worked as a second screen during the show, broadening the spectators' experience and sharing their information on social networks.

The airing of the show reached over 47 million people, a 17. 4% increase in the average ratings for the time, ensuring Globo the top ratings during prime time.

Over 250 thousand people followed the event on the Internet in real time.

On Globo's official site, the event coverage increased the average time spent on the site from 2’51” to 16’ 12”.

That is equal to 356 newspaper pages in spontaneous media with more than 600 articles in 3 weeks.

Thousands of downloads of the app in less than 5 days.

Over 300% return on investment.

$20 million in PR value.

1 million twitter impressions.

#vem_ai was a worldwide trending topic together with 8 other terms related to the event.

OVER ONE THOUSAND guests attended the actual event in São Paulo at a big concert hall.

Globo’s most successful event ever.

And the most important, we transformed a trade event into the most commented TV show on Brazilian Internet and a leader from the perspective of ratings.