Consejo Publicitario Argentino Promo, Case study BILARDO by McCann Buenos Aires


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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Argentina
Agency McCann Buenos Aires
Director Quinto Cruz
Creative Director Pancho Espósito, Nacho Coste
Photographer Tatu Garcia
Released November 2011

Credits & Description

Category: Celebrity Endorsement
General Creative Director: Sebastian Castañeda (McCann Buenos Aires)
Chief Executive Officer: Santiago Puiggari (McCann Buenos Aires)
Creative Director: Pancho Esposito (McCann Buenos Aires)
Creative Director: Nacho Coste (McCann Buenos Aires)
Photographer: Tatu Garcia (McCann Buenos Aires)
Retoucher: Walter Becker (McCann Buenos Aires)
House Production: Ursula (Ursula)
Director: Quinto Cruz (Ursula)
Executive Producer: Ariel Stolarza (Ursula)
Post Production: Gabriel Mongardi Y Daocho (Ursula)
Music/Sound House: Indigo (Indigo)
Agency Producer: Sergio Hernandez (Mccann Buenos Aires)
Media placement: blogs, facebook, twitter, - - 10 november 2011

Summary of the Campaign
Argentina Diabetes Federation (FAD) is a civil non-profit NGO, which brings together associations with 1 purpose: to educate the patient with diabetes, prevent acute and chronic complications, optimise treatment and legal protection.

Diabetes kills 1 person every 8 seconds somewhere in the world. Half the people suffering from the disease are unaware that they have it.

The Situation
Treating this disease is very simple and allows sufferers to live a normal life, just like any other healthy person. Diagnosing the disease is even simpler: a little pinprick in a finger, and the result is immediate. And the most important thing of all: It can be prevented.

According to the World Health Organisation Diabetes is predicted to be the 7th cause of death in the world by 2030.

We needed to help stop this growth.

The Goal

Our Objective:
Prevent diabetes, by making that simple pinprick test famous. We needed a strong and popular message to get into more places and targets and communicate to everyone that treating this disease is very simple and allows sufferers to live a normal life, just like any other healthy person.

The Strategy
We needed to make this pinprick test famous. To do so we went to find the most famous 'needle pricker' in the world: Doctor Bilardo.

Dr. Carlos Bilardo, coach of the Argentina squad that won the World Cup in 1986 and who were runners-up in the 1990 championship, was a successful football player in the 60s, and a respected doctor at the same time. In those days, he was accused of pricking his rivals with a needle during the football matches. Never caught or punished for this, Dr. Bilardo always kept silent about it. He is an urban legend that has never been exposed: until today.

We asked Dr. Bilardo to tell the true story of his needle pricks, something that has been expected to be revealed for almost 50 years, and he said yes. Because of his fame and the importance of football in Argentina, this story would generate huge free PR in our country and in the rest of the world.

His true story was that he did prick his rivals, but only because he was a doctor. It was to do a diabetes test for his rivals in the field.

We uploaded the video on YouTube and social networks so as to begin to get the message across, and tells the true story about the diabetes test needle-pricks.

'The True Story of Bilardo's pinpricks'
In just 4 hours thousands of people had seen the video. It was on the front page of the most important newspapers in Argentina; in less 24 hours the same thing was happening in the media in the rest of the world. 1 week later the message was accompanied by a graphic campaign. Also:

- An outdoor campaign: actions in the street where you can have the test done for free;
- An application on Facebook in which you could pinprick your friends;
- A radio spot,banners and a microsite where you could find all the information about where to do the test free of charge.

Documented Results
The campaign lasted for 24 days in November (2011), diabetes worldwide month. 68,760 blogs, media and Internet sites around the world mentioned Bilardo’s pinpricks and the diabetes test for over a week. More than 42,200 sites shared the video on their home pages.

Thousands of comments on Twitter and blogs around the world continued viralising the message.

In Argentina alone, 29,369 people did the test during the 20-day campaign. That’s almost 1,500 every day, 648% more than the historical average.

We made the pinprick to diagnose diabetes famous in Argentina, and helped spread the message around the world. And, finally, we were able to explain an urban legend.