Casa Editorial El Tiempo Promo, Case study BROADCASTING LOUDSPEAKER by Sancho BBDO Bogota

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Industry Newspapers
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Copywriter Andres Norato
Creative Juan Camilo Hernández, Daniel Mosquera, Leonardo Salgado
Released January 2010

Credits & Description

Category: Best Localisation Campaign
Product/Service: NEWSPAPER
Date of First Appearance: Feb 1 2010 12:00AM
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Copywriter: Andres Norato (Sancho BBDO)
Art director: Claudia murillo (Sancho BBDO)
Creative: Daniel Mosquera (Sancho BBDO)
Creative: Juan Camilo Hernández (Sancho BBDO)
Creative: Leonardo Salgado (Sancho BBDO)
Account Manager: Carlos Felipe Arango (Sancho BBDO)
Account Manager: Mónica Nieto (Sancho BBDO)
Media placement: Out Door Broadcaster Loudspeaker - Street, Neighborhood - 01/02/2010

Results and Effectiveness
We achieved our target to become aware and interested in the collectible just by doing a usual day-to-day life activity: open the door to a street vendor to buy the fruits and vegetables to prepare their meals. Our messaging and media approach were so effective and convincing, that on 23 February, the launching date of ''Food for Welfare'' the first issue sold out, (500,000 copies), maintaining this level of sales during the next two weeks. We managed to convert an everyday working environment in a very powerful, effective and economical medium of communication.

Creative Execution
We decided to use around 7,000 street fruit and vegetables vendors as our new medium to reach those housewives. Those vendors use a loudspeaker attached to a cassette or CD transmitter to announce that they are on the street, waiting for people to go out and buy what they need. Therefore, we recorded thousands of cassettes with the voice of the most recognised street broadcast crier in Colombia and gave them to vendors. Each of these tapes, in addition to announcing the fruit or vegetables sold that day, also gave the message of the arrival of the publication “Food for Welfare” the release date and the aesthetic, culinary and medicinal benefits they could get out of the food they were buying in that very moment, information extracted 100% out of the collectible.

Insights, Strategy & the Idea
EL TIEMPO newspaper wanted to launch “Food for Welfare”, a weekly publication about the aesthetic, culinary and medicinal benefits of 90 fruits and vegetables, targeting people who have daily contact with food, therefore knowing their importance: mid and low-income housewives. Our potential subscribers spend almost 80% of their time at home and they really enjoy doing it. Finding the right way to approach these women at their own homes was necessary as we always believed that if this is the place where they feel secure, confident and relaxed, it would be a good place to find them more receptive to our message.