McCann Erickson conducted a national study on C-Class consumption habits and launched a specialized service unit -“Neighbourhood” to understand what clients need in order to reach this public. Aim: Spread research and launch “Neighbourhood” to the advertising market, clients, prospects, collaborators and population.

We prepared a PR campaign involving and reaching the entire target. PR was done in several phases:Phase 1: Creation of an exclusive story with Exame magazine; target - Brazilian executives.

Phase 2: Magazine samples with agency president’s letter inviting clients for a complete presentation on the C-Class.We presented at São Paulo and Rio de Janeiro units, informing collaborators on our “Neighbourhood” research and creation.After sending out the president’s letter, an invitation formalized the presentation. The event gathered representatives from clients, who scheduled exclusive workshops to learn more about the research and “Neighbourhood”.Later, we sent ‘lunch boxes’ with the study’s insights to our clients, prospects and the press.The result: spontaneous interest, agency clients are scheduling workshops wanting details of the research and use of “Neighbourhood”, and a special service unit of ours specialized in C-Class.

• In January 2009, we briefed Exame magazine, directed towards Brazilian executives, on our exclusive research results regarding Brazilian C-Class consumption habits.• January 28th, a four-page article was published.• February 3, magazine samples with a letter from Fernando Mazzarolo were sent, inviting clients to a presentation of our research results.

• February 17, we sent invitations to clients formalizing the invite. Envelopes designed with images of C-Class homes enclosed an invitation with informal text.• March 9, our research and our new service unit were presented to our collaborators.

• March 10, a cocktail party that was held for our clients and prospects launched “Neighbourhood”.

• A press conference to present research and launch “Neighbourhood” took place. After the official launch of “Neighbourhood”, clients received “lunch boxes”, like C Class workers would use to take their lunch to work, containing insights from the research and putting “Neighbourhood” at their disposal to perform exclusive projects.

The advertising market was impacted by the research and the launch of “Neighbourhood”. Advertising agencies from other states came to establish partnerships in jobs directed to the emerging consumer. The market also showed its reaction asking for talks and presentations. We received visits from MBA students from international institutions interested in the work we were doing. We achieved our objective of attracting prospects to the agency. Contacts increased considerably. The presentation that was done at the agency was seen by over 70 clients. We created new business opportunities with three clients, and ten workshops and fifteen exclusive presentations directed to the client’s segment of interest were scheduled. There was national press coverage. We achieved over 30 newspaper and magazine articles, 100 stories and interviews for sites and blogs and 20 interviews and notes in TV and radio. The valuation of this coverage exceeds R$2,500,000.00.