Title	THE 1ST LIVE GIF IN THE WORLD
Brand	SOMERSBY
Product/Service	SOMERSBY CITRUS
Category	D01. Launch / Re-launch
Entrant	NOSSA™ Oeiras, PORTUGAL
Idea Creation	NOSSA™ Oeiras, PORTUGAL

Name	Company	Position
Nuno Cardoso	NOSSA™	Creative Director
Rafael Pfaltzgraff	NOSSA™	Creative Supervisor
Rui Simões	NOSSA™	Copywriter
Vasco Teixeira-Pinto	NOSSA™	Head of Digital and Development
Emanuel Canoilas	NOSSA™	Social Media Manager
Joana Carvalho	NOSSA™	Social Media Manager
Manuel Gravata	NOSSA™	Account Director
José Moreira	NOSSA™	Producer
Boa Onda Produções	Boa Onda Produções	Production Company
1080 Produções	1080 Produções	Live Streaming
Pix Mix	Pix Mix	Post-Production Company
Francisco Melo, André Afonso, Maria Bessa, Sebastião Ferreira, Ruben Mangorrinha	NOSSA™	Contributors

The Campaign

The new Somersby Citrus provides endless freshness to those who drink it. So we needed to dramatize thisin a fun, innovative way. So, we took two of the main digital trends – Gifs and Live Streamings – and joined them to create something the world had never seen before: a Live Gif. The First Live Gif in the World. A real time video, broadcasting for 24 hours. 24 of endless freshness, where everyone could watch Lord Somersby repeating the same movement (like a Gif), showing the bottle and drinking. To make it more interesting and engaging, the Lord could be joined by several guests, that were put to vote on the platform. Every 7 minutes, the one that had the more votes would appear live. In addition, hundreds of actual gifs from the previous actions were being generated, to be shared on social networks. Some celebrities also made special appearances.

Campaign Success

An online platform was created, specially for the Live Gif to be broadcasted. In that platform, and to make the audience more engaged with us, lots of different elements were available, and by a voting system, they too would appear live and interact with our main character. There was also a chat box, where everyone could say what was one their mind, with live responses from the Lord himself. Hundred of gifs from previous actions were also being generated to be shared on social networks. Some celebrities were also invited to take part of the action, and went live not only on our Live Gif, but also on their personal social pages, generating even more views. To generate more visits, special banners were created and placed on some of the main Portuguese websites, that did more than just communicate the website. They were also broadcasting the Live Gif. Live.

Describe the success of the promotion with both client and consumer including some quantifiable results

For a 24-hour campaign, and for a country like Portugal, the results were pretty outstanding: - More than 100.000 visits - Total reach of 500.000 people on Facebook - 26.000 votes made on the platform - More than 500 comments on the platform's chat box - Visits form 74 different countries - More than 30 mentions on national and international websites, some of which sharing the live transmission, giving even more awareness to the brand.

Explain why the method of promotion was most relevant to the product or service

The relevancy of this work lies on the twist we gave to the usual Live Streaming broadcastings. Because we turned it into a Live Gif, where our character kept repeating the same movement, while interacting with other characters chose by the audience. For 24 hours, everyone could access the website and do more than just watching (which would still be fun and entertaining). They could be a part of the action, they could make decisions, they could use the chat to "play" with Lord Somersby and they could choose from various types of fun that were available.

Having our creative concept as a starting point - "Endless Freshness" - we had to dramatize it in a fun and innovative way. So we decided to combine two of the main digital trends - Gifs and Live Streamings. And the Live Gif was born. A video that should be broadcasted for 24 hours only. 24 hours where the main action was always the same - Lord Somersby showing the new bottle and drinking it. But more was needed. We had to make this more interesting, because it would be live for a whole day. We had to be creative and guarantee that the audience wouldn't be bored. We had to make them want to stay on the website, by giving them some kind of reward. We had to involve them and make them part of the action. We had to give them power.