DISCOVER COLOMBIA by Sancho BBDO Bogota, Sístole for Proexport

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DISCOVER COLOMBIA

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Art Director Daniel Correal
Copywriter Namary Miranda
Agency Sístole
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: PROEXPORT
Product/Service: COLOMBIA TOURISM
Agency: SANCHO BBDO COLOMBIA
Agency: SISTOLE
Date of First Appearance: Sep 23 2009 12:00AM
Entrant Company: SANCHO BBDO COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.colombiaespasion.com
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Art Director: Daniel Correal (Sancho BBDO)
Copywriter: Namary Miranda (Sancho BBDO)
Account Manager: Ana Luisa Quintero (Sancho BBDO)
Account Manager: Marcelo Arango (Sancho BBDO)
Manager: Ricardo Leyva (Sistole)
Media placement: Out Door/In Door Ambient - Installations In Washington And NYC In Metro Stations, Popular Urban Spots - 23 Sept 2009

Results and Effectiveness
Over 1 million people interacted with the installations in the US alone, in New York City, and in Washington D.C. The heart installations are now in Europe. First Madrid, then it will visit Berlin, Paris, London, Russia and Shanghai in China. We developed survey formats to gauge on people reactions when interacting with the installations. 82% of the respondents said their perception of Colombia had positively changed after experiencing the installations. Also, 25,000 flowers were picked by people at the installation in Union Station and over 15,000 thousand cups of coffee were enjoyed while interacting with the 4 metre-high campaign hearts.

Creative Execution
Invite people to discover Colombia by looking into its heart. We used a mix of brand activations and PR efforts. The brand activation module was comprised by interactive installations in the shape of thematic hearts, highlighting different aspects of Colombia. Each installation represented concepts such as cultural diversity, Colombian talent, natural resources, culture, art, etc. The PR strategy consisted of creating newsworthy angles from the installations, disrupting city life flow. Then we’d generate earned media to amplify our message. We knew the installations had to be exceptional items, pieces of street art that would ensure media coverage.

Insights, Strategy & the Idea
Objective: To change perceptions of Colombia. Our country has been perceived as a violent and crime-ridden place. We wanted to share with the world our cultural diversity and the beauty of our vibrant cities. Target: People around the world that had the opportunity to either visit Colombia or bring investments to strengthen our national economy. We were interested in engaging people especially from the US and Europe, with enough purchasing power for pleasure travel. Strategy: Show Colombia’s heart. The client’s campaign tagline is “Colombia is Passion”. The heart was a common ground we wanted to capitalise on. The campaign was placed on the target’s day-to-day scenarios, giving a special accent to the target’s routines, and second, the metaphor of the heart was a universally engaging concept embraced by different nationalities. The fact that a symbol of love was representing Colombia generated the emotional trigger we were aiming for.