Abbott Channel / Abbott
Submitted By Elizabeth Branger
In 2014, Abbott was sponsoring TED in Brazil. The problem was that most Brazilians had never heard of TED, and to make things worse – the content was all in English, but 95% of the population doesn’t speak English.
We also know that the average time spent on public transportation in São Paulo, Brazil is 3 hours per day. This is a useless period of time that is lost between activities.
We created the Abbott Channel to connect all of those bored commuters with amazing TED connect that was dubbed in Portuguese. The best TED videos were now available to thousands of peoples.
We then placed posters on public transportation and installed Wi-Fi spots at bus stations.
Commuters were enticed to open the Abbott Channel on their mobile devices to understand what those mysterious messages were about. As commuters soon discovered, the messages were full of fresh ideas meant to inspire. The time previously wasted during commutes turned into moments of learning and delight.
As for results: more than 100 million impacts, 120,000 accessed the site, 8 minutes average time spent on site, and 50,000 video views recorded.
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