BACKGROUNDThe economy of Brazil is in great shape at the moment and 2010 is an important election year. But the culture of investing and political maturity are still in development for the average Brazilian.CHALLENGE & OBJECTIVESSouza Barros, the first stock brokerage firm in Brazil, launched its new online stock trading tool. They wanted to generate visibility to it and engage a new generation.STRATEGY & SOLUTIONAllow people to express their political opinions through buying and selling stocks of politicians.So we created a website with an alternative Stock Market where, instead of trading stocks of companies, people can trade stocks of the politicians running in the 2010 election. The idea works just like the real stock market where good or bad news can make a share price rise or fall. It all depends on how people will react. After all, voting is like a long term investment.

PRE-LAUNCHA press-kit a with an invitation to the platform was sent to 100 ultra influent people in Brazil. TELL ME WHENUsers interested in the project left a contact on the website and we told them about the opennig date.LAUNCHOne month after the pre-launch phase, the website was launched to the general public through press releases, seeding and a major launching event with a press conference and a party.IPOsAfter the launch, to keep the buzz level high, week by week we launched IPOs of new politicians.SOCIAL MEDIA INTEGRATIONEvery transaction made could be posted on Facebook and/or Twitter.RELEVANT CONTENTThe website featured information to feed the political debate.PRAlong the process, a PR team generated releases to their media relations.WIDGETOne month after the launch, we placed a widget with live feeds from the stock transactions in strategic websites and blogs.

FIRST MONTH RESULTS:46 MILLION PEOPLE WERE EXPOSED TO PRESS ARTICLES.More than a million twitter users impacted.Thousands of people learned how to use Souza Barros’ online tool.Souza Barros started a nationwide constructive dialog about politics.And is helping voters make better choices.