FIRE by Sancho BBDO Bogota for EXITO

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FIRE

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Industry Insurance
Media Print, Magazine & Newspaper
Market Colombia
Agency Sancho BBDO Bogota
Art Director Hector Niel, Jonathan Alejandro Gómez
Copywriter Alexis Alvarez, Ramón Blanco, Daniel Fierro
Released February 2010

Credits & Description

Category: Financial Services
Advertiser: EXITO
Product/Service: INSURANCE
Agency: SANCHO BBDO COLOMBIA
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: SANCHO BBDO COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.3dementes.com/cannes/unpredictableclassifieds/
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Art Director: Jonathan Alejandro Gómez (Sancho BBDO)
Copywriter: Daniel Álvarez (Sancho BBDO)
Art Director: Héctor Niel (Sancho BBDO)
Copywriter: Ramón Blanco (Sancho BBDO)

English Synopsis
EXITO, the largest retailer in Colombia started selling insurance. Clearly, it was an unexpected service from EXITO to customers. We decided to show the risks of not having insurance through ads in the online classified section in Colombia's largest newspaper. They appeared in the same spots where people find home and car sales postings with their respective pictures. But in our ads, houses would suddenly catch fire, and cars would get stolen. Visits to our website increased by 70%, and sales rose 33%. Our ads were so impactful that after a week, EXITO started offering insurance in its retailers.