Proexport DM THE EXPERIENCE OF YOUR LIFE by PHD Bogota, Sancho BBDO Bogota

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Industry Transport, travel & tourism
Media Direct marketing
Market Colombia
Agency PHD Bogota
Agency Sancho BBDO Bogota
Released August 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
Entry URL:
Media Strategy Account Director: Diego Parra (Phd Colombia)
Strategy Lead: Leonardo Vargas (Phd Colombia)
General Manager: Yasmina Celis (Phd Colombia)
Planning Lead: Marcelo Arango (Sancho Bbdo)
Account Director: Andrés Carvajal (Sancho Bbdo)
Andean Region Manager: Sofia Higuera (Fox Latin American Channels)
Executive Producer: Genoveva Rey (Fox Telecolombia)
Digital Lead: Guillermo Rodriguez (Phd Colombia)
Marketing Director: Juliana Uribe (Proexport Colombia)
Media placement: Advertising On Line ( Categories/ Information News) - LA Times, El Nuevo Herald, Atlanta Journal Constitution, 20 Minutos. - 2 Sep 2009
Media placement: Advertising On Lines Tourism, Travel, Entertaiment - Adnetwork - 2 Sep 2009
Media placement: Bloggers - Http://, Http://, Http:// Http - 13 Aug 2009

Describe the brief/objective of the direct campaign.
Usually you'll find people that would never come to Colombia because they think it's extremely dangerous. So our task was to change their mind. Colombia had a budget, all though it was small (USD$1,500.000), it was the first time that it was going to be invest on social-media. A research showed us we had to work on changing international traveler´s minds owing to the fact that experienced travelers who are fearless of living in their own country were more likely to take the decision of coming to Colombia. Insight: How to talk about a country you haven’t seen with your own eyes?

Explain why the creative execution was relevant to the product or service.
Since Colombia required a way to show the world how wonderful it is in space longer than 30 seconds, we went for a strategy were bloggers from different countries will come down here and write about their experience, telling their followers how wonderful, safe and interesting Colombia is. The only way that people from around the world would believe in us was through word of mouth, which would be seeded via blogs and travel sites where travelers would advise about what they were missing when choosing some other destination rather than Colombia.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Let the world know that the only risk to come here would be wanting to stay. We Googled for bloggers and asked them if they where ready to have THE EXPERIENCE OF THEIR LIFE. They shared this with their followers. 100,000 people knew that some life expirience was about to happen and every day our bloggers spread the news. But they weren't coming alone. Media campaign was launched, asking users to upload videos, explaining why they should come to Colombia. 12 foreigners came, they posted videos, photos and comments. The trip became a TV show broadcasted by Natgeo along Latin America.

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.
25% more tourists during December 2009 just three months after the launch of 'The Experience of your life'. THe TV Show was seen in 16 countries of Central and South America and NatGeoraphic HQ liked so much that they decided to broadcast it in Spain and Portugal (Countries that were not covered at the beginning). Visits to passed from 337.375 to 695.803 per month. The day the show was broadcasted, the visits to increased 86% Twitter has 79,169 comments with the #colombiatrip, one of the most commented topics in 7 months and still counting.