INNOVATION, COLLABORATION AND SOLUTIONS IN THE HANDS OF THE COMMUNITY. SCENARIOS AND OBJECTIVES

With the goal of delivering a relevant product to the population, with a positive impact and representing the true values of Grupo RBS, in March 2017, the Pelas Ruas application was launched.

The application is a collaborative platform that connects state residents and through which users are able to share problems in and the Metropolitan Region and to contribute to finding solutions. STRATEGIC PUBLIC

GAÚCHA, ZH and RBS TV JOURNALISTS OPINION MAKERS

Responsible for boosting We selected opinion makers in the use and causes of the COMMUNITY LEADERS Porto Alegre for repercussion on app in the media, in the app throughout the city. addition to producing the People involved in social leading content approached causes and recognized as in the application. leaders within communities were called upon to become pioneers in the use of the app and introduce the new facility to other people; BRAND DELIVERABLES

POSITIONING VOICE OF THE CITY The Pelas Ruas app is ZH, RBS TV and Rádio Gaúcha have With the app, Zero Hora, Rádio considered a community always stood firmly alongside state Gaúcha and RBS TV, were able deliverable, providing citizens locals, informing, warning and to give voice to state locals, with innovation and bringing news from the state, providing a platform for the country and world. With the Pelas population's demands, technology and generating Ruas app, the brands have come standing alongside the collaboration in the effort to together to denounce, check and community to transform the transform the city. leverage different causes city. throughout the city. COMMITMENT We hereby reiterate Grupo RBS' commitment to the community, readers, listeners and viewers, through a tool that will provide the population with a voice. INTEGRATED EFFORT

COMMUNICATION STRATEGY

IMAGES OF PIECES SPOT TEXT PERIOD VEHICLES MEDIA PERSONALITIES COLLABORATIVE COMMUNICATION

Employing a strategy fully in line with the vision and position of Grupo RBS, the content generated by app users is incorporated by RBS brands, expanding the reach and reaffirming the proposal of being a collaborative platform for citizens.

WE HAVE A MOBILE STUDIO CIRCULATING THROUGH POA WITH JOURNALISTS CHATTING TO THE POPULATION. CAMPAIGN

NEWSPAPER

In Zero Hora newspaper, the campaign was launched with a double page advertisement: CAMPAIGN NEWSPAPER

Following the launch of the campaign, different advertisement formats published: CAMPAIGN

NEWSPAPER In little of a month, we reached 10,000 users. Due to the result, an advertisement was produced to reiterate the product and encourage collaboration among state citizens. CAMPAIGN

RADIO

The Pelas Ruas application communication campaign spot has been running on radio stations Gaúcha, Atlântida and 102.3 since March. The audio spot explains how easy it is to report Click here to listen. problems in the city and involve citizens in finding solutions. CAMPAIGN

SOCIAL NETWORKS

The app is promoted in all material shared on social networks, regarding the problems in Porto Alegre, under the hashtag #PelasRuas. Videos were produced to engage users and communicate the launch of the product.

Click here to watch. Click here to watch. CAMPAIGN

ONLINE PIECES

Online pieces promoted on the channels clicrbs.com.br and zh.com.br

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Banner – interstitial Banner – medium rectangle EVENTS

With the aim of engaging community leaders and influencers, two events were hosted at the Grupo RBS headquarters. The first edition was held in March, launching the product before the attending public. The second event was held in July, to confirm the proposal of a collaborative platform, providing results and opinions. RESULTS Over 18,361 registered users

Over 6,200 problems reported

Over 770 problems marked as resolved

Over 100 problems became the topic of reports in Grupo RBS media vehicles.

*Data updated on January/2018. The application has changed the behavior of more than 18,000 users, who have shifted from the role of spectators to agents of transformation within their local environment.

Further, it has reinforced the relationship between citizens and Grupo RBS and its brands.

Innovation, collaboration and control in the hands of the population. INNOVATION, COLLABORATION AND SOLUTIONS IN THE HANDS OF THE COMMUNITY.