An argument for why advertising in Brazil must change, using the principles of the Obama campaign.

1. What the election of America’s first Digital President means for advertising in Brazil.

7. An Unprecedented Budget… With digital media at the core

9. 1. Paid Search • $ 7.2M on Google • $ 14M on Yahoo! 2. Digital “Brand” Advertising • $ 3.8M on mainstream websites 3. Social Media • $ 980K on Facebook • $ 280K on MySpace Digital Media Spend

10. An Unprecedented Digital Effort… Seven Extraordinary Tactics

12. Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time

13. Findability If you want young voters…go where they are

14. Findability Intelligent targeting – 18 top games in 10 “swing states”

15. Findability Make all content exportable

16. Findability 5 times more blog mentions for Obama

17. Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section

18. Relevance Overwhelming presence on all social media platforms, from massive to targeted

19. Tactic 4: Create Engagement Site log-in created a database of 13 million qualified leads

20. Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama “Core ” 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)

23. Empowerment Create easy-to-use tools for “badging” and recruitment

24. Empowerment Encourage grassroots event creation

25. Empowerment Phoning tools

26. Empowerment Personal fundraising tools

27. Empowerment Fight the smears

28. Empowerment Dedicated iPhone app

29. 3M personal text messages to announce Biden as VP, before the news hit TV screens Tactic 6: Reward the Faithful Give them inside information

30. His first thanks go to his supporters … by e-mails Reward Give them direct access

31. Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign

32. Transparency Leverage digital to report on what you’re doing • Once elected

33. Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it. Transparency Leverage digital to report on what you’re doing • Once elected

34. Transparency Leverage digital to report on what you’re doing • Once elected

35. All that and a Titanium Lion, too…

36. That’s great. But what does it mean for us?

38. But we’re in a crisis. Maybe we should stick to what works?

39. Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV

40. Maybe Brazil is totally and completely immune? Maybe Brazil will never change?

41. I will make you a bet: Brazil is going to explode. Digitally. Why?

42. You’re rushing online Wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China

43. You’re hyperdigital You have one of the most advanced digital populations on Earth. Highest reach in social networks: 60% Highest reach in digital communications: 82% webmail 73% in Messenger

44. So why aren’t your digital budgets bigger?

45. Share of Media Spend By Media Type

46. 2001

47. 2002

48. 2003

49. 2004

50. 2005

51. 2006

52. 2007

53. 2008

54. 2009

55. This is crazy, right?

56. Evolution of Internet Spend per Online Household

57. 2001

58. 2002

59. 2003

60. 2004

61. 2005

62. 2006

63. 2007

64. 2008

65. 2009

69. So I made you a bet. I was serious…

70. Coming Soon Razorfish / Latin America

71. Do you have digital DNA? We should talk… [email_address]

72. Muito obrigado [email_address]