FOX: Debut

FOX, a media company, turned Portugal into a country-sized sound studio, encouraging fans to film their own TV trailers to create a better relationship with them.

Campaign details

Brand: FOX ChannelsBrand owner: The Walt Disney CompanyAgency: The Walt Disney Company Portugal (in-house)Market: Television, Entertainment, Films and Series

Executive summary

We turned Portugal into a country-sized sound studio. By turning traditional ads into scripts and WhatsApp into a microphone. First, we spread over 62 different trailer scripts on OOH posters, print ads, and social media posts. Then we encouraged the fans to record it by using the most democratic mic of all: WhatsApp Voice Messages. Simple as that, any fan could voice-over their favourite premieres' trailers. From anywhere in the...

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