50 Brands In 3 Countries Case study 181:0 BICENTENNIAL by Havas Media Buenos Aires

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Industry Business equipment & services, Corporate Image
Media Case study
Market Argentina
Agency Havas Media Buenos Aires
Creative Director Diego Cardona, Santiago Alvarez, Andrés Vargas
Producer Sabrina Tripoloni, Natalia Saldarriaga, María José Serrano
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: 50 BRANDS IN 3 COUNTRIES
Product/Service: BICENTENNIAL
Date of First Appearance: May 25 2010
Entry URL: http://www.1810.tv
Chief Creative Officer: Rodrigo Figueroa Reyes (FiRe Advertainment)
Executive Production Manager: Ramiro Castillo Marín (Havas Media)
Account Manager: Rolando Fernández / Martín Guirado (FiRe Advertainment)
Creative Director: Andrés Vargas / Diego Cardona (FiRe Advertainment Colombia)
Creative Director: Santiago Álvarez (FiRe Advertainment Chile)
Producer: Sabrina Tripoloni (FiRe Advertainment)
Producer: Natalia Saldarriaga (FiRe Advertainment Colombia)
Producer: María José Serrano (FiRe Advertainment Chile)
Director/Producer: Tristán Noblia / Cecilia Sainz (GP Media / BBC Worldwide)
Screenwriter: Andrés Maino (GP Media / BBC Worldwide)
Post Production: Ruda Macho (GP Media / BBC Worldwide)
Post Production Coordinator: Diego Faedo (GP Media / BBC Worldwide)
Interactive agency coordinator: Guibert Englebienne (Globant)
Public Relations Coordinator: Javier Furgang (Furgang Comunicaciones)
Media agency coordinators: Ignacio Olivero / Jorge Pércovich / Esteban Calvo (Havas Media)
Account Executives: Emilia Terry / Rainer Grob / Jorge Contreras (Havas Media)
Media placement: TV Campaign - Fox Signals (Argentina) - 25 May 2010
Media placement: Cinemas - 200 Argentinean Movie Theaters - 25 May 2010
Media placement: Radio - FM 100/ Mitre Radio / AM 810 / AM 790 - 8 July 2010
Media placement: Special Supplement - La Nacion (Argentinean Newspaper) - 9 July 2010
Media placement: TV Campaign - Caracol (Colombian Television) - 10 August 2010
Media placement: TV Campaign - Fox Signals (Colombia) - 11 August 2010
Media placement: Radio - Caracol (Colombian Radio) - 10 August 2010
Media placement: Cinemas - 80 Colombian Movie Theaters - 20 August 2010
Media placement: TV Campaign - Channel 13 Chile - 23 September 2010
Media placement: Radio - Play and Sonar Radio (Chile) - 19 October 2010

Describe the campaign/entry
Latin American history has been told so far through the courage of our heroes and the vision of our leaders and educators.

But never until today had been told by those entrepreneurs who created businesses and around them, neighborhoods, towns and cities where they settled, educated and raised generations of Latin American families.

During 2010, Argentina, Colombia and Chile celebrated their Bicentennial. In this context, we wanted to honor the courage of these entrepreneurs through a series of documentaries called 181:0.

Describe how the campaign/entry was launched across each channel in the order of implementation
181:0 is a cycle of 50 documentaries telling the story of the founders of the 50 largest companies in the region.

The cycle was named 181:0 with a direct reference to the historic date and because of the length of each film: 3 minutes 1 seconds (181 seconds).

Led by renowned film and television actors, this cycle aired through one of cable TV's most prestigious group of the region, and simultaneously in major theaters in all 3 countries just before the beginning of their scheduled movies.

Give some idea of how successful this campaign/entry was with both client and consumer
The cycle became the largest campaign of "multi-platform" Branded Entertainment of the region, with content tailored for 50 brands, airing from May 25th by signals from Fox, (Fox, FX, Cinecanal, Universal Studio, The Film Zone, National Geographic, Universal Channel, Fox Life, Utilísima, Speed and SciFi) 200 cinemas, with versions for Facebook and Twitter, audio commemorative book, a special supplement within the Argentinean newspaper La Nacion on July 9th, website and print ads.

In addition, the cycle got great media coverage, with more than 200 articles in newspapers, magazines, TV and Internet portals.