The University of Engineering and Technology/ UTEC Outdoor, Ambient, Case study Potable Water Generator [video] by FCBMAYO Lima

Potable Water Generator [video]

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Industry Education
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Peru
Agency FCBMAYO Lima
Creative Director Juan Donalisio, Alejandro Aponte
Account Supervisor Cesar Centurion
Released May 2012

Awards

Cannes Lions 2013
Media Lions Product & Service; Commercial Public Services, incl. Healthcare & Medical Gold
Media Lions Use of Media; Best Use of Outdoor Gold
Promo and Activation Lions Use of Promo & Activation; Best Use of Ambient in a Promotional Campaign Gold
Direct Lions Best Use of Direct Marketing; Ambient Media: large scale Bronze

Credits & Description

Advertiser: THE UNIVERSITY OF ENGINEERING AND TECHNOLOGY
Agency: MAYO DRAFTFCB
Category: Copywriting
Advertising campaign: POTABLE WATER GENERATOR
Copywriter: Alejandro Aponte (Mayo Draftfcb)
Creative Director: Alejandro Aponte (Mayo Draftfcb)
Account Supervisor: Cesar Centurion (Mayo Draftfcb)
Chief Creative Officer: Humberto Polar (Mayo Draftfcb)
Consultant: Juan Christmann (All Awards)
Video Editor: Mayra Carbone (Mayo Draftfcb)
Account Manager: Ines Lertora (Mayo Draftfcb)
Composer: Santiago Ramirez (Real Music)
Music: Gloria Herrera (Media Connection / BPN)
Art Director: Juan Donalisio (Mayo Draftfcb)
Creative Director: Juan Donalisio (Mayo Draftfcb)
Video Editor: Diego Santillan (Mayo Draftfcb)
Media Supervisor: Jessica Arismendiz (Media Connection / BPN)
Media Planner: Rafael Gutierrez (Media Connection / BPN)
Effectiveness
The client was surprised by the results of the campaign. UTEC applications in 2013 increased considerably; they were up by 38% from the previous year. That means that students got the message.In addition, the billboard is helping hundreds of families that didn’t have access to pure drinking water.
Campaign Description
To attract students attention regarding the opening of the application period at the University of Engineering and Technology of Peru, we conducted an innovative campaign, building the first billboard that produces drinking water out of air, since Peru has a problem with lack of potable water. Then we went to different media, so that a large number of students could see that engineering can change the world, and then apply to study engineering themselves.
Implementation
We had an integrated campaign centered on the billboard, with online videos, television and printed ads…everything needed to reach students.But the best part is that the idea spread, with lots of spontaneous publicity in every media, so we were able to get young people to notice the billboard.