KBO Construction Print THE FIRST SQUARE METER IS FREE. by Saatchi & Saatchi Bogota

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Industry Real Estate
Media Print, Magazine & Newspaper
Market Colombia
Agency Saatchi & Saatchi Bogota
Executive Creative Director Juan Pablo Navas
Creative Director Margarita Olivar
Art Director Natalia Bernal
Copywriter Juan Carlos Gonzalez, Orlando Maranta
Producer Angela Novoa
Released September 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Chief Executive Officer: Esteban Guerrero Carvajal (Saatchi & Saatchi Colombia)
Executive Creative Director: Juan Pablo Navas (Saatchi & Saatchi Colombia)
Creative Director: Juan Carlos González (Saatchi & Saatchi Colombia)
Creative Director: Margarita Olivar (Saatchi & Saatchi Colombia)
Art Director: Natalia Bernal (Saatchi & Saatchi Colombia)
Copywriter: Juan Carlos González (Saatchi & Saatchi Colombia)
Copywriter: Orlando Marantá (Saatchi & Saatchi Colombia)
Account Director: Maria Cecilia Arciniegas (Saatchi & Saatchi Colombia)
Planner: Camila Vargas (Saatchi & Saatchi Colombia)
Producer: Angela Novoa (Saatchi & Saatchi Colombia)
Photography: Max Morales (Doping)
Photography: Ugo Passalacqua (Doping)
Media placement: Print - El Tiempo - 22 September 2011

Describe the objective of the promotion.
Bosque Verde is a luxury condominium located on the outskirts of the city of Bogotá and no family is willing to pay for an apartment they do not know exists. The prices on the properties are very high and with the traditional advertising that was being used, people´s attention towards the project was practically nil. These were serious disadvantages that made families not consider this project as a future home.

The objective of the promo was to give people an excuse to visit 'Bosque Verde' get them to fall in love with the project and buy an apartment.

Describe how the promotion developed from concept to implementation.
Bosque Verde was implementing a mass advertising campaign that reached every income level when their target market was only the elite. This was not working. We decided to guide the distribution of El Tiempo newspaper to focus on the highest-income segment (which comprises only 1.7% of the population) The newspaper would include an insert that would unfold to one square metre.
When the newspaper arrived to their homes, people would open this large insert, that had an aggressive promotional theme, with an invitation that said 'Bring this ad to our showroom and the first square metre is free'.

Explain why the method of promotion was most relevant to the product or service.
Print advertising in the construction category in Colombia is all the same, no one can distinguish between projects and no one offers anything for free. We jumped out of the category and sent out a very different point: give away 1 square metre, equivalent to $7,000.000 Colombian pesos with an insert that would surprise, and that really measured 1 square metre.

For the client, constructor KBO, this was a piece that positioned the as a different and modern construction firm.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The response was astounding, 'Bosque Verde' had an 80% increase in demand that weekend and visits sky-rocketed a triumphant 150%. With this promotional campaign we managed to sell the entire project in record time, achieving a profit of $28,800,000,000 Colombian pesos. Not bad for an insert that only cost $50m Colombian pesos.