ALMACENES ÉXITO Promo, Case study EVERY SOAP INTERRUPTED by Proximity Bogota

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Industry Supermarkets
Media Promo & PR, Case study
Market Colombia
Agency Proximity Bogota
Creative Director Sandra Piedrahita
Art Director Alba Maldonado
Copywriter Lina Tono
Released August 2009


Caples Awards 2010
Other Media Direct response TV Bronze

Credits & Description

Category: Best Use of Television
Date of First Appearance: Aug 3 2009 12:00AM
Entry URL:
Creative Vice President: Mario Bertieri (Proximity Colombia)
Creative Director: Sandra Piedrahita (Proximity Colombia)
Account Vice President: Juan Fernando Niño (Proximity Colombia)
President: Vicente Dearteaga (Proximity Colombia)
Art Director: Alba Maldonado (Proximity Colombia)
Copywriter: Lina Tono (Proximity Colombia)
Web Designer: Lina Rodríguez (Proximity Colombia)
Graphic Creative Director: Alejandro Mesa (Proximity Colombia)
Web Creative Director: Phillip Scholz (Proximity Colombia)
Illustration: Hector Moreno (Proximity Colombia)
Media placement: TV Spot - Canal Caracol, RCN, City TV, - 03/08/2009

Results and Effectiveness
230,000 visitors in less than one month More than 1,600 people used the audio to recreate a video of their own story. Earned media valued at US$201,690 Thousands of Colombians living abroad in more than 123 countries visited the website, looking forward to reconnecting with their own country.

Creative Execution
To achieve our goal, we had to unite everyone in Colombia with a single feeling. This is how we accomplished something that seemed impossible: One day in August, while everyone in Colombia was watching soap operas, we turned each television set, and each Colombian network to black, pitch black. Something that had never happened before in the history of Colombian television (or elsewhere), and for two minutes only, we heard the voice of a man inviting viewers to think about the small things again, to find the value of friendship, silence, children. Yes, two entire minutes of no images, but time to reflect about life (like in the old days of radio but on television). At the end, a link (; nameless, brandless. (On the website visitors could create their story using their own pictures and the same voice from the TV spot).

Insights, Strategy & the Idea
In a year hit by the crisis, everybody gets concerned about the economy, everybody speaks about “saving”. El EXITO, the biggest retail shop in the country, needed to reach and touch the hearts of everyone in Colombia. For a moment, it had to step aside and change from its approach from a retail shop only concerned about selling goods, to a caring one, the one inviting customers to save on everything but the good stuff in life. That one that reminds a country distressed by the crisis the value of simple things in life, like hugging a friend.