THE MARTINEZ CURSE by DDB Bogota, Fire Colombia for Military Forces Of Colombia

Adsarchive » Promo , Case study » Military Forces Of Colombia » THE MARTINEZ CURSE

THE MARTINEZ CURSE

Pin to Collection
Add a note
Industry Political/Religious/Trade Organizations
Media Promo & PR, Case study
Market Colombia
Agency DDB Bogota
Executive Creative Director Rodrigo Figueroa Reyes
Creative Director Jorge Ivan Jácome, Ricardo Uribe
Account Supervisor Claudia Fernandez
Agency Fire Colombia
Released January 2010

Credits & Description

Category: Best Use of Radio
Advertiser: MILITARY FORCES OF COLOMBIA
Product/Service: ANTI-GUERRILLA CAMPAIGN
Agency: FiRe COLOMBIA
Agency: DDB COLOMBIA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: FiRe COLOMBIA, Bogotá, COLOMBIA
Chief Creative Officer: Mauricio Rocha (DDB Colombia)
Chief Creative Officer: Juan Pablo Navas (DDB Colombia)
Executive Creative Director: Rodrigo Figueroa Reyes (FiRe Advertainment)
Creative Director: Jorge Jacome (DDB Colombia)
Creative Director: Ricardo Uribe (DDB Colombia)
Scriptwriter: Andres Felipe Vargas (FiRe Advertainment)
Scriptwriter: Diego Andres Cardona (FiRe Advertainment)
Agency Producer: FiRe Advertainment (FiRe Advertainment)
Account Manager: Luis Fernando Castilla (DDB Colombia)
Account Supervisor: Claudia Fernandez (DDB Colombia)
Media placement: Radio Soap Opera - Comunitary and rural Radio Stations in Colombia - 01/02/2010

Results and Effectiveness
Using this strategy, the Colombian government has reached unexpected numbers of soldier terrorists who have fled war and have entered the process of integration into society. The most important goal is to know that not only saved the lives of 2,398 soldiers terrorists who left the war in 2009. Also saved thousands of lives of their murderous bullets.

Creative Execution
The creative solution was in order to bring back the phenomenon of radio soap opera, very popular between the 60s and 70s. In this way radio is the medium used in the best way possible to bring the message to the target. In this strategy we played with only two ways to get broadcast: The radio and voice-to-voice. We expected that for every terrorist who is hooked to the radio soap opera, this would end up communicating the message to their closest companions.

Insights, Strategy & the Idea
Objectives: 1. Valid arguments give the guerrillas to lay down arms. 2. Reducing the ranks of the Colombian guerrilla. 3. Save lives. The peasants and guerrillas are poorly educated people who see the Colombian army as a force in distant times and coming to them for promoting warlike situations. With The Martinez Curse, this situation changes. It presents closest activities of the Colombian Armed Forces and by sound arguments based on everyday examples of their lives, where he shows them to stop war, opens the way for better life in the law. Insight: 'For every terrorist who abandons the war are hundreds of lives saved' The relevance for the target and the brand is based on the demonstration that with dialogue, arguments and opportunities, we can achieve peace faster. For both it is essential to end the war and live in peace.