RODMOVIE by +castro, Adverpr for Castro

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RODMOVIE

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Industry Corporate Communication
Media Promo & PR, Case study
Market Argentina
Agency +castro
Director Natalia Rodoni
Agency Adverpr
Released June 2011

Credits & Description

Category: Corporate Communication
Advertiser: +CASTRO AND ADVERPR
Product/Service: CORPORATE COMMUNICATION
Agency: ADVERPR
Agency: +CASTRO
Director: Natalia Rodoni (AdverPR)
Director Of Innovation: Nicolás Pimentel (+Castro)
Media placement: Digital PR - Twitter Accounts (@nrodoni; @tweetscastro; @nicopimentel) - June 14, 2011
Media placement: Digital PR - http://youtu.be/VbIMXuRKqRo; http://vimeo.com/25215569 - June 16, 2011

Summary of the Campaign
Judging at Cannes is the dream of anyone in our industry - especially for someone who just opened their own shop. Natalia Rodoni and Nicolás Pimentel founded AdverPR and +Castro in 2010 and later were selected PR and Promo Lions jurors, representing Argentina, in 2011.

The night before leaving to Cannes, the Puyehue volcano erupted and due to the ashes all flights in Argentina, Uruguay and Chile were grounded.

After spending 2 days, waiting in vain in the airport, they got on a bus, headed to the Brazilian border, which would turn out to be a stage 2: 52-hour test of endurance.

It dawned on them that this crisis could be turned into an opportunity.

They created the hashtag #rodmovie on the bus and started twitting the adventure. 8 hours into the bus trip they spoke live on Argentine radios. 16 hours later their story was picked up by Ad Age.

During the trip, they received supporting and encouraging tweets from friends and surprisingly from major players in the industry on a local and international level.

In order to generate an impact on the PR and Promo jury (they arrived 2 days late for their 1st day of work) they filmed and edited a video of the entire 52-hour trip in a typical case study format.

Finally they arrived and showed the video to the jury.

They got media attention during that week and both companies got new clients during the festival.

The Situation
Judging at Cannes is the dream of anyone in our industry especially for someone who has just opened their own shop. Natalia Rodoni and Nicolás Pimentel founded AdverPR and +Castro in 2010 and later were selected PR and Promo Lions jurors, representing Argentina, in 2011.

Unbelievably, the night before leaving to Cannes, the Puyehue volcano erupted and due to the ashes all flights were grounded. Out of desperation they got on a bus, and then went on what would turn out to be a 52-hour trip to Cannes.

By now the jury members had begun and obviously noticed that the Argentine representatives were missing.

The Goal
The goal was to take a negative and turn it into a positive and obviously not miss the opportunity to be a jury member with all the benefits that come along with it.

The media attention and recognition from the marketing and communication community is worth its weight in gold but especially to someone who just opened their own business.

Along with this they wanted to let their fellow jury members know what they went through to get to Cannes and how important it was to them.

The Strategy
They decided to document this adventure of buses, planes and cars and make the best out of this nightmare by telling a story worth listening to. What helped bring this story to life is the fact it was told live via Twitter as it unfolded and nobody knew, including the participants, how it would turn out.

They considered that this initiative could raise awareness for their shops.

Execution
They created the hashtag #rodmovie on the bus and started twitting the adventure to the entire world.

The rest of the jurors were notified of the situation of Argentine jurors and they followed their adventure on Twitter.

During the trip, Natalia and Nicolás filmed and edited a video of the entire 52 hour trip in a typical case study format which they showed to the rest of the jurors when they arrived.

The video was also shared on Vimeo and YouTube and became one of the hottest topics of conversation among festival delegates during Cannes week.

Documented Results
- Their story was featured in main advertising media (Cannes Lions Daily, Ad Age, Adlatina), Argentine radios (Metro, Continental) and even newspapers (La Nación, Clarín).

- Earned media: US$50,000 (enough to cover the trip expenses).

- They received support from friends and major players in the industry on a local and international level, reaching 3,000 tweets.(37 of them were from highly influential users.)

- The video that they showed to the jurors was shared online and was one of the hottest topics among festival delegates during Cannes week. It got more than 2,200 views (about 25% of the Cannes delegates).

- The President of the Promo jury asked the Cannes festival organisers to twit the video, gaining international awareness.

- They were interviewed by international media at the Cannes Press conference.

- In only 5 days AdverPR and +Castro picked up 2 and 3 new clients, respectively.