The University of Engineering and Technology/ UTEC Outdoor, Ambient POTABLE WATER GENERATOR by FCBMAYO Lima

POTABLE WATER GENERATOR

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Industry Education
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market Peru
Agency FCBMAYO Lima
Creative Director Juan Donalisio, Alejandro Aponte
Account Supervisor Cesar Centurion
Media Bpn
Released May 2013

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

Type of entry: Best Use of Direct Marketing
Category: Ambient Media: large scale
Advertiser: THE UNIVERSITY OF ENGINEERING AND TECHNOLOGY
Product/Service: ADMISSIONS 2013
Agency: MAYO DRAFTFCB Lima, PERU
Consultant: Juan Christmann (All Awards)
Media Planner: Rafael Gutierrez (Media Connection / BPN)
Media Supervisor: Jessica Arismendiz (Media Connection / BPN)
General Manager: Gloria Herrera (Media Connection / BPN)
Music: (Audiopost)
Composer: Santiago Ramirez (Real Music)
Account Supervisor: Cesar Centurion (Mayo Draftfcb)
Account Manager: Ines Lertora (Mayo Draftfcb)
Video Editor: Diego Santillan (Mayo Draftfcb)
Video Editor: Mayra Carbone (Mayo Draftfcb)
Art Director: Juan Donalisio (Mayo Draftfcb)
Copywriter: Alejandro Aponte (Mayo Draftfcb)
Creative Director: Juan Donalisio (Mayo Draftfcb)
Creative Director: Alejandro Aponte (Mayo Draftfcb)
Chief Creative Officer: Humberto Polar (Mayo Draftfcb)
Describe the brief from the client
The application period for 2013 was about to open, so UTEC, The University of Engineering and Technology, needed a solution to get students interested in applying for an engineering programme.
Nowadays, getting teenagers' attention is quite difficult even for brands in the entertainment segment like PlayStation, so imagine being an Engineering University trying to do it.

Creative Execution

The best way to show students that engineering could change the world was to prove it with a 'product demo'.
The billboard was seen by the young students whose attention we wanted to attract; students could see that engineering can change the world, and then apply to study engineering themselves.


Creative Solution to the Brief/Objective.

The University of Engineering and Technology believes the world can be changed through engineering, so we decided to start by changing our city.
To attract students' attention during the application period, and having in mind that Lima is the second largest desert capital in the world so the lack of potable water is a huge problem, UTEC and the agency designed and built a special billboard: THE WORLD’S FIRST BILLBOARD THAT PRODUCES POTABLE WATER OUT OF AIR.


Results

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. We produced more than 9,450 litres of potable water in 3 months.
With just one billboard, we scored a public relations coup for UTEC. The news about the first billboard that produces potable water out of air circled the globe. Quickly spread on TV, print, newspapers, Internet and social media.