Mexichem Print VILCABAMBA by Veritas DDB Quito

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Ecuador
Agency Veritas DDB Quito
Creative Director Gabriel Rodas
Art Director Marcelo Astudillo, Emilio Silva, James Nieto.
Senior Art Director Dante Rossetto
Editor Fernando Gómez, Ricardo Martinez
Released April 2012

Credits & Description

Category: Durable Goods
Advertiser: MEXICHEM
Product/Service: PLASTIGAMA
Director General Creativo: Dante Rossetto (Veritas DDB)
Director Creativo: Gabriel Rodas (Veritas DDB)
Director De Arte: Marcelo Astudillo (Veritas DDB)
Redactor: Fernando Gomez (Veritas DDB)
Redactor: Ricardo Martinez (Veritas DDB)
Director De Arte: Emilio Silva (Veritas DDB)
Director De Arte: James Nieto (Veritas DDB)
Director De Cuentas: Daniel Chavarria (Veritas DDB)
Director De Poryecto: Oswaldo Baez (Ramona)
Media placement: TV Campaign - 3 Spots - Teleamazonas - April 8, 2012
Media placement: Activation - Vilcabamba And San Pedro´s Town People - April 15 2012
Media placement: Press Release - Local Newspaper And News Tv Programmes - April 20 2012
Media placement: Radio Campaign - 3 Spot - Caravana, Diblu, La Estacion - April 8, 2012

Describe the objective of the promotion.
To brings to life the concept of Plastigama pipeline´s brand campaign "Water for a lifetime"

Describe how the promotion developed from concept to implementation.
Plastigama is a pipelines brand. A brand campaign was developed based of a well know fact regarding water. The town of Vilcabamba is known as the "Valley of Longevity". Its habitants lives over a hundred years old.
The reason is believed to be in their water. Such a precious water deserves being conducted using the finest pipelines. What if we can take this water to a nearby town, in order to give to their habitants the life of Vilcabamba´s water.? A community movement was developed with the support of Plastigama. Press releases were used to communicate the activity.

Explain why the method of promotion was most relevant to the product or service.
Since the brand campaign was based on the town of Vilcabamba and its precious water and Plastigama pipelines are used to transport water the activation was very relevant both for the product and to add richness to the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activation generates excellent press coverage and goodwill for the brand. Now Plastigama is an official sponsor of Vilcabamba´s municipality and support local infrastructure programs.