SILENT CHEER by Domino Collectivo, FCBMAYO Lima for Cementos

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SILENT CHEER

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Peru
Agency Domino Collectivo
Agency FCBMAYO Lima
Art Director Norberto Beto Noriega
Copywriter Jose Antonio Gonzáles
Account Supervisor Rocío Zúñiga, Jackeline Sztrancman
Released April 2011

Credits & Description

Category: Best Use of Sponsorship
Advertiser: CEMENTOS LIMA
Product/Service: SPORTS SPONSORSHIP
Agency: MAYO DRAFTFCB
Agency: DOMINIO COLECTIVO
Chief Creative Officer: Humberto Polar (Mayo)
Copywriter: Norberto Noriega (Mayo)
Copywriter: Jose Antonio Gonzáles (Mayo)
Art Director: Norberto Noriega (Mayo)
Account Manager: Erika Tapia (Mayo)
Account Supervisor: Jackeline Sztrancman (Mayo)
Account Supervisor: Rocio Zuñiga (Mayo)
Post Production: Gonzalo Lembcke (Mayo)
Below the line: Sandra Goicochea (Mayo)
Music: Christopher Farfán (Audiobeat)
Post Production: Nelson Wissar (Zeppelin)
Digital Media: Erick Diaz (Dominio Colectivo)
Digital Media: Francisco Miro Quezada (Dominio Colectivo)
Media placement: Internet - Facebook - 19 April 2011

Summary of the Campaign
Our client, Cementos Lima, wanted to do something memorable for chess players, Jorge and Deysi Cori, to turn the brand into an active sponsor committed to them as they headed for the world championship. This difficult objective consisted of creating a fan base to cheer for players of the world’s most low-profile sport. The problem: How could numerous fans cheer during games requiring silence and concentration?

So, The First Silent Fan Club was created. Twitter accounts and a Facebook fan page were created and twitterers and fans were invited to the 'Barra Cori' pages to cheer for the siblings silently during games from their accounts. The Goal: Fill a virtual coliseum.

Outcomes:
- The Coris are the 2011 world champions;
- The fan club has thousands of members and continues growing;
- The fan club became an offline organisation;
- We filled more than double the capacity of the city’s coliseum;
- Chess gained popularity;
- The return on the $9,951 invested was coverage worth more than $250,000;
- Cementos Lima obtained publicity as the fan club’s sponsor and official promoter;
- The link between Peruvians and the brand improved.
- The brand is now considered to be committed to the country.

The Situation
Since 2008, Cementos Lima, the leading cement company in its category in Peru, has sponsored 2 young chess players, the Cori siblings. Despite the considerable amount of money invested to communicate this fact, people didn’t seem to know or remember the Coris or their sponsor.

The main objective was to help the Coris become the world champions; but to achieve this goal, they needed motivation and, preferably, support from fans. They needed to be known and admired for their chess skills, but how could this be achieved when other sports such as soccer were the centre of attention?

The Goal
The Goal: To obtain followers for the Cori siblings in order to motivate them as they pursued their goal of becoming the world chess champions, which would result in a great deal of free advertising for the brand.

The Strategy
The strategy:
How can we make chess an attractive sport? How can fans cheer for the players during games in a sport requiring silence?

The First Silent Fan Club was created.

A Twitter account and a Facebook fan page were created and all of the twweeters and fans were invited to follow the 'Barra Cori' (Cori Fan Club) pages to cheer the brother and sister on silently during their games, through their accounts.

The fan club was mentioned on TV and radio programs, and a Facebook banner about the invitation to join was an immediate success.

Execution
Twitter accounts and a Facebook fan page were created and all of the tweeters and fans were invited to follow the 'Barra Cori' (Cori Fan Club) pages to cheer the Coris on silently during the games from their accounts. Fan club t-shirts were given out to encourage people to join. The immediate media coverage of the campaign and the initiative of famous personalities to join the fan club were unexpected bonuses. The fan club is still active and currently fills an average of 2 virtual coliseums every time the Coris have a game.

Documented Results
The Outcome
- The Coris became the 2011 world champions;
- The fan club has thousands of members and continues growing;
- The fan club became an offline organisation;
- We filled more than double the capacity of the city’s coliseum;
- Chess gained popularity;
- The return on the $9,951 invested was coverage worth more than a quarter of a million dollars;
- Cementos Lima obtained media exposure as the fan club’s sponsor and official promoter;
- The link between Peruvians and the brand was strengthened.
- The brand is now considered to be a brand committed to the country.