THE GREEN WAVE by AGUAYO PUBLICIDAD for Partido Verde

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THE GREEN WAVE

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Industry Public awareness
Media Promo & PR, Case study
Market Colombia
Agency AGUAYO PUBLICIDAD
Art Director Carlos Piñeros
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PARTIDO VERDE
Product/Service: ANTANAS MOCKUS PRESIDENTIAL CAMPAIGN
Agency: AGUAYO PUBLICIDAD
Date of First Appearance: Mar 14 2010
Entrant Company: AGUAYO PUBLICIDAD, Bogota, COLOMBIA
Entry URL: http://www.facebook.com/a.mockus?ref=ts
President: Diego Aguayo (Aguayo Publicidad)
Creative Vice President: Juan Carlos Chaves (Aguayo Publicidad)
Art Director: Carlos Piñeros (Aguayo Publicidad)
Communications Director: Pacho Moreno (Partido Verde)
Digital Director: Juan Carlos Suarez (Wigilabs)
Campaign Staff: Antanas Mockus (Partido Verde)
Facebook Manager: Sandra Gutierrez (Partido Verde)
Campaign Staff: Enrique Peñalosa (Partido Verde)
Campaign Staff: Lucho Garzόn (Partido Verde)
Media Manager: Susana Triviño (PHD)
Media placement: TV Campaign -5 Spots - Film - March 30- 2010
Media placement: Outdoor - 10 Posters - Posters - March 30- 2010
Media placement: Radio - 3 Radio Spots - Radio - March 30- 2010
Media placement: Facebook - Internet - March 30- 2010

Insights, Strategy & the Idea
The objective was to reach the second round for presidential elections in Colombia, a task which seemed impossible taking into account that the candidate, ANTANAS MOCKUS, belonged to a newly formed political party, and his position on polls was meaningless.

Creative Execution
Taking advantage of the candidate's empathy and charisma, the idea was to call his sympathizers and supporters to make themselves the whole campaign, and send their ideas to the agency. We started moving people's ideas on different media channels, and created an unprecedented campaign in Colombia, which was publicly named as "The Green Wave" (La Ola Verde).

Results and Effectiveness
After being on the 6th position on polls, the 30th May of 2010, ANTANAS MOCKUS reached the second round for presidential elections in Colombia. Although, Mockus didnt win the presidential elections, he and his newly formed political party, "The Green Party" (El Partido Verde), made an historical voting producing nearly 4 millions of votes, a scenario never seen before with a newly formed political party in Colombia. The strategy on Social Media, turned Mockus into one of the 10 most influential politicians in the Internet, with about 1 millions followers on Facebook.