A Roof For My Country (Un Techo Para Mi Pais) Promo, Case study CARDIOTRONIC by Y&R Lima

CARDIOTRONIC

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Peru
Agency Y&R Lima
Director Colectivo Señor Z
Executive Creative Director Flavio Pantigoso
Art Director Renzo Vasquez, Alejandro Muñoz Bottas
Copywriter Daniel De Leon Tanner
Released December 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: A ROOF FOR MY COUNTRY
Product/Service: DONATIONS
Agency: Y&R
Executive Creative Director: Flavio Pantigoso (Y&R Perú)
Head Of Art: Christian Sánchez (Y&R Perú)
Art Director: Renzo Vásquez (Y&R Perú)
Art Director: Alejandro Bottas (Y&R Perú)
Copywriter: Daniel De León (Y&R Perú)
Director: Señor Z (Señor Z)
Agency Producer: Michel Motte (Y&R Perú)
Media placement: Activation - Malls - December, 2011

Summary of the Campaign
To motivate and increase donations for the Peruvian foundation 'a roof for my country', the Cardiotronic machine, was created. It examined people’s heart in exchange for a coin showing them that even if they used their heart to do many things there was still some room left to help those in need.

The Situation
Donations were being ignored by a part of the population because there was no new outlook on it, the traditional way of getting donation money had become repetitive and a new and fresh way of reaching out to people was needed.

The Goal
The goal was to not only motivate people to donate more but to actually have them do it right after using the machine. This way donations would experience an increase in order to be able to continue with the noble labour of 'a roof for my country'. There had to be a way to engage people since the traditional ways of asking for donations were getting ignored, because they didn’t provide a motivational message.

The Strategy
To engage people in a first-hand way, placing them in front of a machine that would motivate them, in an entertaining way that would also lead to reflection and to give their help to people in need all across the country.

Execution
Cardiotronic was created, a machine that would examine people’s heart in exchange for a coin. This would motivate people on the spot to help and continue donating.

Documented Results
Over 2,000 people were examined and donations, compared to previous years, increased in a range between 18 and 20%.