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Industry Water, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency DDB Bogota
Art Director Susana Uribe, Jeison Bejarano
Copywriter Juan Fernando Torne, Jonathan Marulanda
Account Supervisor Santiago Salgado
Released March 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: DRINKING WATER
Date of First Appearance: Mar 31 2009 12:00AM
Entrant Company: DDB COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Maria Teresa Fernandez (DDB Colombia)
Account Supervisor: Santiago Salgado (DDB Colombia)
Art Director: Jeison Bejarano (DDB Colombia)
Copywriter: Juan Torné (DDB Colombia)
Copywriter: Jonathan Marulanda (DDB Colombia)
Art Director: Susana Uribe (DDB Colombia)
General Creative Director: Mauricio Rocha (DDB Colombia)
General Creative Director: Juan Navas (DDB Colombia)
Media placement: Branded Bottles - 2009 BID (Interamerican Bank of Development) Annual Meeting - 27/03/09

Results and Effectiveness
More than a hundred leaders knew that Medellín’s water was completely drinkable. Through all the media that covered the event, more than 40 countries saw their leaders consuming EPM drinkable water. Making the bottles cost US$5,000. Thanks to this action and to the support of other enterprises and entities, EPM reached US$ 450,000,000 to continue bringing to Medellín the best public services of the region. The support obtained has allowed that many EPM projects, like the new plant to clean up the river from the city to go on to this day.

Creative Execution
We took the IDB Board offering bottled water to lecturers and assistants, but we only gave one bottle to each one with the invitation of refilling it at the closest tap.

Insights, Strategy & the Idea
EPM is the public services company of Medellín, Colombia. Its water quality is one of the best in Latin America, but needs to prove it to obtain international support. In 2009, Medellín hosted the Inter-American Bank of Development Annual Meeting (IDB) where more than a hundred leaders met to discuss business and to finance projects in undeveloped countries. They were not used to drink water directly from the tap, but we made them to do it and that way show them that EPM water is completely drinkable. Many of the board assistants gave EPM the economic support that was needed, exceeding the prospects.