City Government
The Explainer Campaign
★ Millions of people impacted on TV
★ More then 300.000 visits on the website
★ More then 400.000 views on Youtube
★ More then 780.000 people impacted on Facebook and Twitter
The goal: make Rio de Janeiro’s population understand the responsibilities of the city government, and all the projects that are being done for the citizens by creating the unexpected “The Explainer” (O Explicador).
Fun and irreverent, he is the embodiment and has the style of the citizens of Rio. To explain construction projects he dresses himself as a cone, to explain education projects he dresses in a pencil costume and to explain health projects he dresses himself as a pill. It’s already considered a successful case in Rio.
Website
His presence on the internet occurs through an innovative website www.oexplicador.com.br, where people can ask any question related to the projects of the city government, and get immediate answers. People can also interact with the character’s profiles on Twitter and Facebook, and a Whatsapp number is used to clarify relevant points in real time.
Website
His presence on the internet occurs through an innovative website www.oexplicador.com.br, where people can ask any question related to the projects of the city government, and get immediate answers. People can also interact with the character’s profiles on Twitter and Facebook, and a Whatsapp number is used to clarify relevant points in real time.
Website
His presence on the internet occurs through an innovative website www.oexplicador.com.br, where people can ask any question related to the projects of the city government, and get immediate answers.
Email Mkt & WhatsApp
People can also interact with the character’s profiles on Twitter and Facebook, and a Whatsapp number is used to clarify relevant points in real time. "Are you lost? WhatsApp me! Add me or Ask me".
Magazine
The Explainer's ad for all Rio de Janeiro's magazines and newspapers. "Are you mad with all the mess in the city? Let me explain what's going on! explainer.com.br"
Films
We also created 2-minute YouTube films showing the Explainer’s interaction with the population, explaining different projects around the city related to public transportation, educational programs and public health care benefits. All the movies linked users to the website.
Social Media
"Nave do Conhecimento: Rio ahead in the future."
"Who explains your friend is"
"Family Clinic is...
A) A Hospital where all doctors are from the same family
B) A place where only a whole family is treated
C) Health zone focus in prevention and
personalized treatment"
"Where is The Explainer?"