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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Argentina
Agency Cravero
Executive Creative Director Peta Rivero Y Hornos
Art Director Melisa Juncal
Copywriter Natalia Copercido
Account Supervisor Fernanda Cohen Sabban
Released November 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: CIDAL
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: CRAVEROLANIS, Buenos Aires, ARGENTINA
Executive Creative Director: Peta Rivero y Hornos (CraveroLanis BTL)
Art Director: Melisa Juncal (CraveroLanis BTL)
Copywriter: Natalia Copercido (CraveroLanis BTL)
Account Supervisor: Fernanda Cohen (CraveroLanis BTL)
Account Manager: Carolina Albajari (CraveroLanis BTL)
Advertiser´s Supervisor: Romina Peralta (CIDAL)
Web Design: Pablo Brovelli
Web Development: Emanuel Vagnozzi
Web Development: Sebastián Basso
IT Manager: Gonzalo Bourdieu
Web Design: Ariel Couzo
Media placement: Web Page - Internet - 1 December 2009

Describe the brief/objective of the direct campaign.
Bombuchas are water balloons which kids and grown ups throw at each other in the Summer, and also to celebrate carnival in February in Argentina. Bombucha is a generic term in its category. In order to deseasonalise the product and reach preteens within a limited budget, and taking advantage of brand’s generic, we developed a guerrilla promotion: we created the first virtual bombuchas war in the world. Bombuchas started flying all over and splashing the social networks.

Explain why the creative execution was relevant to the product or service.
Bombuchas’ fans found on a complete guide, with ideas to throw, create and dodge Water Balloons. An Special Blog, Videos, Balloon Wars! and much more! Besides, our action involved 6,000 strategic taps as well as graffiti and stencils.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hundreds of bombucha fan tribes were spontaneously created challenging each other both in the virtual and the real world!

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
What have we achieved? Increasing sales by 45% compared to the same period last year. Real success: 80% of those who received the bombucha virtual blow gave it back! Bombucha wars are still taking place. A total of 480,722 bombuchas have been thrown. And all these with a minimum budget (AR$50.000 =€11.000).