TEDx: "Spread The Ted" Direct marketing by Ogilvy, Argentina

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: SPREAD THE TED
Advertiser/Client: TEDX BUENOS AIRES
Product/Service: TEDX
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio
Creative Director: Maximiliano Maddalena
Creative Director: Javier Mentasti
Copywriter: Nicolas Vara
Art Director: Ignacio Flotta
Production Director: Valeria Pinto
Agency Producer: Alejandro Travaglini
Director: Nicolás Núbile
Editing: Martin Olemberg
Executive Producer: Jorge Larrain
Post Production: Luis Staffolani
Music Design: Camilo Iezzi
Voice over: Tomas Mackey
Describe the brief from the client:
TED is a nonprofit organization devoted to ideas worth spreading. Ted offers inspiration from the world's most inspired thinkers to a global community.
In Latin America TEDx talks are still far away from common people. If we wanted to spread these ideas, we needed a more popular approach between them and TEDx.
Creative Execution:
We called the city´s most remarkable speakers: TAXI DRIVERS.
50 of them were invited to TEDx Buenos Aires, so that they would listen to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and the passengers, put them face to face with some of the most inspiring and fascinating ideas.
Describe the creative solution to the brief/objective.
We called the city´s most remarkable speakers: TAXI DRIVERS.
50 of them were invited to TEDx Buenos Aires, so that they would listen to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and the passengers, put them face to face with some of the most inspiring and fascinating ideas.
Describe the results in as much detail as possible.
• 7000 passengers interact in a direct and close way with TEDx ideas in just 1 week of work.
• That´s 7 times de Tedx´s Buenos Aires audience.
• We spread the TEDx throughout every part of the city.
• For the first time, taxi drivers turned into a communication media.
• More than 2.000.000 followers received the video via Twitter.
• Due to success of the spread, we will use HAIRDRESSERS in TEDx 2012.