Newsan (New San) Promo, Case study BILLBOMATIC by TBWA\ Buenos Aires

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Industry Household maintenance & pet products, Environmental & Animal Issues
Media Promo & PR, Case study
Market Argentina
Agency TBWA\ Buenos Aires
Creative Director Roberto Leston - Martin Garrocho
Art Director Marcelo Scatamacchia
Copywriter Lala De Leon
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: NEWSAN
Product/Service: ATMA
Date of First Appearance: Dec 1 2010
Entrant Company: TBWA\BUENOS AIRES, Buenos Aires, ARGENTINA
Chief Creative Director: Juan Cruz Bazterrica (TBWA)
Chief Creative Director: Guillermo Castañeda (TBWA)
Creative Director: Roberto Leston (TBWA)
Copywriter: Lala Leon (TBWA)
Art Director: Marcelo Scatamacchia (TBWA)
Marketing: Marcelo Romeo (NEWSAN)
Media placement: Bus Shelter OOH - Xxx - December 2010
Insights, Strategy & the Idea
There is a recurring problem every summer in Buenos Aires: power outages. Many families spend hours and even days without electricity. When this time comes the government does awareness campaigns on the responsible consumption of electricity.
The responsible consumption of light basically consists of two behaviours: The use of energy saving bulbs and turning off lights when not in use.
ATMA was launching its energy-saving lamps, the possibility of taking one of these two behaviours necessary.
Then why not do something also for the other behaviour necessary? We did it with an interactive billboard.
Creative Execution
We did an interactive billboard, lit only by capturing the nearby presence of people. That is, only when necessary. The title of the poster was "Make use of power when you need it."
Results and Effectiveness
There was a lot of impact on media, just at a time when power outages occupied much space in newspapers and TV channels. 75% of respondents knew quickly that ATMA-a brand known for its home appliances- was selling its new energy-saving lamps. And two months after its launch, the ATMA energy-saving lamps became the second most sold in the Argentine market.