ENCOUNTER AT THE BORDER by Fahrenheit DDB Lima for Odebrecht

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ENCOUNTER AT THE BORDER

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Industry Construction & Civil Engineering
Media Case study
Market Peru
Agency Fahrenheit DDB Lima
Director Milovan Radovic
Creative Director Ricardo Chadwick
Copywriter Chiara Roggero
Producer Kike Garcia
Released October 2011

Credits & Description

Category: Corporate Communication
Advertiser: ODEBRECHT
Product/Service: INTEROCEANIC HIGHWAY
Agency: FAHRENHEIT DDB
Account Director: Alberto Goachet (Fahrenheit DDB)
Creative Director: Ricardo Chadwick (Fahrenheit DDB)
Copywriter: Chiara Roggero (Fahrenheit DDB)
Account Executive: Fiorella Egusquiza (Fahrenheit DDB)
Producer: Kike Garcia (Fahrenheit DDB)
Director: Milovan Radovic (Patria)
Executive Producer: Alejandro Noriega (Patria)
Musician: Pelo Madueño (Noise)
Media placement: Searching For The Players - Radio In Each Village Beside The Interoceanic - 1 October
Media placement: The Cast Of The Players - Event At Each Village Beside The Interoceanic - 1 October To 16 October
Media placement: The Encounter At The Border - Peru-Brazil Border - 17 October
Media placement: Launch Of Documentary - Press Conference, Internet, Moving Cinemas At Each Village - 30 October 2011
Media placement: 3 Tv Commercials - National TV - 30 October 2011
Summary of the Campaign
The Interoceanic Highway is the first highway linking the coast of Peru with the Brazilian border. Odebretch, the main constructor of this highway, wanted to communicate two things:
1.That the Interoceanic Highway connects us with Brazil
2. How the Interoceanic Highway connected hundreds of isolated populations with the rest of the country.
But instead of just developing a communication piece, we decided to show it in real life.
We organised a soccer game between Peru and Brazil right on the border between the 2 countries, where the highway played the role of making it happen.
The game was covered by the press and was witnessed by thousands of fans.
But the Peruvian team was not just any team. Luis Núñez, a soccer coach, travelled the Interoceanic Highway to search for the best players in every village.
The Results.
The Interoceanic Highway was much more than an inauguration for the current Peruvian President to becoming a piece of Peruvian heritage, eliminating any political questioning and making it a landmark to be proud.
A documentary was made with all the experiences of the trip and was shared with the press and thousands of people through YouTube. It was also shown on huge screens as part of a moving cinema that travelled through the highway.
Also, a TV campaign was made showing this experience in 3 different chapters.
And in the end the highway was a complete success, gathering in just 3 months the amount of traffic that was projected to reach by 2015.
The Situation
Due to political interests in Peru, the big government investments are usually questioned along with the company in charge of the execution. In most of these cases the political adversaries take advantage of the little knowledge of the population around the investment area to turn them against what is really a positive improvement for their lives.
Odebrecht had the chance to inaugurate one of the biggest constructions on earth, in a way that it can´t be objected, at the same time promoting the use of the highway.
The Goal
Inform to the small villages in the road about the advantages of being connected by a highway for the first time, and promote the use of this new bridge to development.
Continue building the reputation of Odebrecht as a company committed to the progress of the country and that works with respect for the environment and the population.
Influence in a positive way the public opinion of the Interoceanic Highway and nationwide.
The Strategy
The best way of facing the scepticism of a population that has lost its faith in the projects of the state is to convince them by demonstrating the real impact of the construction; therefore, make a statement with no possibility of it being argued, instead of only communicating and disappearing into the cluttered media.
So that´s precisely what we did. We did not just inaugurate the Interoceanic highway: we helped to make real the first big dream that this highway was going to accomplish.
Execution
We hired a well-known soccer coach to travel in a bus through all the Interoceanic villages for 15 days. Stopping in each village, he evaluated among hundreds of young men, the best players, putting together a 'Peruvian soccer team' that travelled all the way to the border that divides Peru and Brazil, to play a soccer match exactly in the middle of it. Minutes before the whistle was blown to start the most awaited game, the Brazilian team was behind their border, with the Peruvian team waiting on the other side.
The whole experience of the 11 players was documented in a 16-minute film that was shared on the internet and also alternate media, ending in a TV campaign made of 3 chapters.
Documented Results
The Interoceanic Highway was inaugurated with the approval of the 100% of the population.
Not one objection was raised from the opposition parties; instead everyone wanted to be related in some way with such a successful event.
The press talked for weeks about the Encounter at the Border, this epic adventure that Odebrecht promoted to prove the real meaning of this highway.
Today Odebrecht stands out as a company with a real commitment to the development of Peru, and more importantly, the development of the towns and cities with fewer possibilities.