BD Promotores Promo, Case study THE BIGGEST PRODUCT IN THE WORLD by DLB Group, Publisiga

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THE BIGGEST PRODUCT IN THE WORLD

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency DLB Group
Director Alejandro Carreño
Creative Director Daniel Romero, Julian Guarin
Art Director Juan Pablo Molina
Creative Juan Esteban Mejía
Producer Johan Chivatá, Carolina Gómez
Agency Publisiga
Released February 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: BD PROMOTORES
Product/Service: BD BACATA
Agency: DLB GROUP
Agency: PUBLISIGA
Chief Executive Officer: Rodrigo Niño (Prodigy Network)
Marketing Director (Latam): Juan Carlos Ramirez (Prodigy Network)
Creative Chief Officer: Andres Moya (DLB Group)
Creative Director: Daniel Romero (Publisiga)
Creative Director: Julián Guarin (DLB Group)
Art Director: Juan Pablo Molina (DLB Group)
Creative: Juan Esteban Mejía (Publisiga)
Account Executive: Thomas Blain (Publisiga)
Account Executive: María Del Rosario Polanía (Publisiga)
Account Executive: Daniel Suarez (DLB Group)
Producer: Johan Chivatá (Plastic Studios)
Director: Alejandro Carreño (Los Notarios)
Producer: Carolina Gómez (Los Notarios)
Manager: Emilio Borrella (BD Promotores)
Marketing Manager: Judy Rodríguez (BD Promotores)
Operation's Director (Latam): Marcela Gutierrez (Prodigy Network)
Online Marketing: Denisse Troconis (Prodigy Network)
Media placement: TV Campaign - 2 Spots - Caracol; RCN - 21 February 2012
Media placement: Print Ads - El Tiempo, Portafolio, - 6 February 2012
Media placement: Print Ads - Revista Semana, Dinero, - 6 February 2012
Media placement: Online Banners - Facebook, Google, Eltiempo.com, - 6 February 2012
Media placement: Microsites - www.fidiglobal.com - 6 February 2012
Media placement: Major Conference - C.C Hacienda Santa Bárbara - 8-10 March 2012
Media placement: Radio Campaign - La W - 6 February 2012

Summary of the Campaign
The Eiffel tower was financed by Gustave Eiffel, the Empire State Building by John Jacob Raskob and Pierre DuPont, the Burj Dubai, the tallest skyscraper in the world today, by Sheikh Mohammed bin Rashid Al Maktoum, and the BD Bacatá, the tallest skyscraper in Colombia, is going to be financed, not only by few tycoons, but by thousands of common citizens who would make history investing in the future of their city.

We developed a way to divide the whole building into FiDis, a new investment model where a skyscraper of 66 stories, 853,000 feet high could be seen as an accessible product by everyone.

Everything seemed like an unprecedented utopia that led banks, building societies and sceptics to criticise the idea in all kinds of media.

That is why we create a campaign, to give people all the information about FiDis they needed, in a very didactic way for a brand new and titanic product.

The Situation
We developed a way to divide the whole building into FiDis, a new investment model where a skyscraper of 66 stories, 853,000 feet high, could be seen as an accessible product by everyone.

Everything seemed like an unprecedented utopia that led banks, building societies and sceptics to criticise the idea in all kinds of media, from one of the most prestigious magazines, Semana, to radio hosts and news channels.

The Goal
To make everyone listen to an idea to turn the tallest building in Colombia into a product that any Colombian - actually, many thousands of Colombians - could buy.

Sell a whole building worth US$120,000,000 divided in more than 4000 FiDis.

The Strategy
In order to explain how every Colombian could finance the tallest building in the country, we launch an integrated campaign on national TV, the most important magazines, newspapers and websites, to invite everyone to a series of conferences where we'll show how we can turn a building into a product.

Execution
We launch a creative advertising campaign to invite everyone to understand us, from experts such as Winka Dubbeldman, founder and director of the prestigious international firm Archi-Tectonis, Alex Steffen, an expert on urban renewal and known as a leading futurist 'green' world and the same engineers, architects and visionaries of the BD Bacata to explain everything, from risks to opportunities, to everyone.

And, as it was a skyscraper built by ordinary Colombians, we knew we would give much to talk about.

Documented Results
The campaign was launched to sell a building of 66 stories high, not to a few tycoons but to more than 3,000 people.

The idea to sell the tallest skyscraper in Colombia to everyone flooded major TV channels, newspapers and magazines and at present more than 2,000 Colombians have bought more than US$60,000.000 of the BD Bacatá, a skyscraper that now is being built in the very downtown of Bogotá.