Apex-brazil, the country’s foreign trade promotion organization, is in a journey to position brazil as the country leading the world in creativity and innovation, and wanted to offer New Yorkers an immersive experience into brazil’s most advanced industries. This presentation shows the strategy and planning behind the execution as well as the final product and results obtained with this activation.

2. C
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BE BRASIL IS A PROJECT FROM APEX BRASIL THAT WILL PRESENT
TO THE PEOPLE OF NEW YORK AND THE ENTIRE INTERNATIONAL
COMMUNITY THE EXISTING INNOVATION IN SEVERAL SECTORS OF
BRAZIL TODAY.

3. THE BRIEF

4. THE ASK
APEX-BRAZIL, THE COUNTRY’S FOREIGN TRADE
PROMOTION ORGANIZATION, IS IN A JOURNEY TO
POSITION BRAZIL AS THE COUNTRY LEADING THE
WORLD IN CREATIVITY AND INNOVATION, AND
WANTED TO OFFER NEW YORKERS AN IMMERSIVE
EXPERIENCE INTO BRAZIL’S MOST ADVANCED
INDUSTRIES.

5. THE
CHALLENGE
DESPITE THE CURIOSITY AROUND BRAZIL, THE
COUNTRY IS STILL MAINLY KNOWN FOR SOCCER,
SAMBA, NATURE AND DIVERSITY.
WE NEEDED TO SHIFT THIS PERCEPTION USING
INTERESTING AND TRUTHFUL WAYS TO ATTRACT
AND MAKE PEOPLE LEARN ABOUT OTHER
GREATNESSES THAT THE COUNTRY OFFERS.

6. THE INSIGHT
BRAZIL’S INSPIRING DIVERSITY COMBINED WITH
THE COLLABORATIVE SPIRIT OF PEOPLE, MAKES
THIS COUNTRY ONE OF THE MOST CREATIVE AND
INNOVATIVE IN THE WORLD.

7. THE SOLUTION

8. Profero Agency Credentials 2013. Copyright © 2013-2014 Profero PLC

9. A POP-UP EXPERIENCE
SHOWCASING THE INNOVATORS
BEHIND BRAZIL'S THRIVING
INDUSTRIES.
THE EVENT WILL FEATURED ONE WEEK
OF ACTIVITIES IN OUR NYC RETAIL HUB
IN OCTOBER 2013

10. THE VENUE
!
372 West Broadway:
Our headquarters was in the
heart of Soho on the corner of
West Broadway and Broome.

11. THE VISION
LEADING BRAZILIAN ARCHITECTS
CONCEPTUALIZED THE SPACE: GUTO
REQUENA & MAURICIO ARRUDA

12. © Copyright Profero LLC 2011-2012 - Confi

13. THE FAÇADE
!
Stickers on most windows,
with branding and images
from Brazil
© Copyright Profero LLC 2011-2012 - Confi

14. GROUND
FLOOR
!
Lobby
Technology

15. GROUND
FLOOR
!
Fly Over
A 360º video projected in a round
wall.
By standing on the controller area
users can tilt the camera view left,
right, up and down through Kinect.

16. BRAND INFO
! n the main lobby a screens were
O
displaying content from participant
brands. Stickers by the experiences
also showed brief description of
brands and their innovations.
The same happened on the other
floors.
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dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat.

17. BASEMENT
!
Pop-up store
Fashion
Store with fashion brands, jewelry and
books, selling innovative Brazilian
products.
!
Brand content, with description,
images, and innovation topics
showcased on signs near each
product, as well as screens on the
walls.

18. MORE THAN 40 BRANDS, WITH MORE THAN 90
PRODUCTS ELEVATED THE BRAZILIAN INNOVATION
& CREATIVE IDEAL.

19. Botequim
Gastronomy
Samples and Tastings of traditional
food & drinks from a Botequim, a
traditional Brazilian bar style. Modular
space was also used for Talks and
Networking sessions.
!
Food & Beverages brand content,
description, images, and innovation
topics showcased on signs, as well as
screens on the walls.

20. THE TALKS
THE MOST BRILLIANT BRAZILIAN MINDS
WERE INVITED TO PARTICIPATE
IN THE TALKS SHOWCASING BRAZILIAN
CREATIVITY & INNOVATION.

21. PROMOTION
A RESPONSIVE WEBSITE SERVED AS THE DIGITAL
HUB, UNFOLDING PARTICIPANT BRANDS STORIES
ON INNOVATION AND CONNECTING ALL SOCIAL
MEDIA EFFORTS.

22. PROMOTION
SOCIAL MEDIA AMPLIFIED OUR NARRATIVE,
HIGHLIGHTING THE EVERY ASPECT OF THE
EVENT THROUGHOUT THE WEEK, WITH A
MODEST $60K BUDGET.

23. PROMOTION
THE #BEBRASILNYC HASHTAG ENABLED
VISITORS TO CREATE AND SHARE THEIR
OWN STORIES AND COLLABORATE
THROUGH THE BE BRASIL’S HUB.

24. RESULTS

25. A SUCCESSFULLY EXECUTED SOCIAL MEDIA
STRATEGY RESULTED IN MORE THAN 26 MILLION
IMPRESSIONS IN THE MOST RENOWNED MEDIA
OUTLETS FROM NEW YORK AND BRAZIL.
Brasil'mostra'no'coração'de'Nova'York'o'que'tem'além'
de'futebol'e'samba!
October!18,2013'
!
!

26. THE BUZZ GENERATED AROUND THE EVENT
GUARANTEED MORE THAN 300 PEOPLE AT THE VIP
OPENING PARTY AND THOUSANDS OF VISITORS
DURING THE WEEK LONG EVENT AS WELL AS HIGH
ATTENDANCE AND MEDIA COVERAGE ON TALKS,
TASTINGS AND MUSIC PERFORMANCES.

27. THE WEEK LONG EVENT RESULTS WERE EXTREMELY
POSITIVE AND WELL RECEIVED BY APEX-BRASIL,
THAT BUDGET FOR BE BRASIL 2014 IS ALREADY
SECURED.