EPM Promo, Case study SERVICE CENTER by McCann Worldgroup Colombia

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SERVICE CENTER

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Industry Consumer & Public services
Media Promo & PR, Case study
Market Colombia
Agency McCann Worldgroup Colombia
Creative Director Reini Farias, German Camelo
Art Director Luis Alberto Herrera
Released January 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: EPM
Product/Service: SERVICE CENTRE
Agency: EPM / MCCANN ERICKSON
Creative Vice President: Samuel Estrada (McCann Erickson)
Creative Director: Germán Camelo (McCann Erickson)
Creative Director: Reini Farías (McCann Erickson)
Art Director: Luis Alberto Herrera (McCann Erickson)
Copy Writer: Mauricio Montaño (McCann Erickson)
Media placement: Consumer PR - Aures Villa Sofia - 1 January 2012

Summary of the Campaign
In Villa Sofia, one of the poorest neighborhoods in Medellin (Colombia), EPM created a place called the EPM Service Center, where the inhabitants, looking for a way of improving their quality of life, could access basic public services and primary appliances.

In order to spread the news, instead of using the traditional media, they did it with an ordinary but effective object from every-day life: the key that opens the door of that very place. So they made several copies of that key and gave them to the neighbors, so that they could make the place their own second home, That way they could use its services every time they needed.

5 weeks later, more than 190 families (760 people) were linked to this project and all of the mass media in town have told every-one about the initiative of EPM. In spite of being placed in one of the most unsafe and dangerous spots of the city, none of its appliances has been broken or stolen.

The Situation
We had great news to give to the inhabitants of one of the neediest spots in Medellin (Colombia): the public service company of the city (EPM) had designed a place with basic public services and primary appliances which were easily accessible.

But, we also had a big problem: those people didn’t have any access to the traditional mass media, so they couldn’t find out about it.

That’s why we decided to issue several copies of the key that opens the doors of that place, and gave them to the inhabitants of the neighborhood, so that they could enter the building whenever they needed to use its services.

The Goal
To tell the inhabitants of Villa Sofia, disconnected from the traditional mass media, that EPM kept them in mind and meant to improve their life quality through the EPM Service Center, a place allowing them access to public services and basic appliances. We would also evaluate the popularity of this initiative, so that we could study the possibility of implementing more service centers in other spots of the city.

We first studied the population and concluded that the space to be modified would be a home itself, and the element that would represent it had to be one that made you the owner of the place. Then a key was the symbol of the sense of belonging to the service center as their second home.

The Strategy
For 2 months, we walked around the zone and had several meetings with the neighborhood leaders and with all of the community meeting, and its inhabitants were asked about the possibility of having a place like this in the neighborhood; the reaches of traditional mass media was worked out.

After that, the place was supplied with services and appliances. Several alternatives to introduce the place were studied, and finally the key to the door of the service center was given to the neighborhood leaders. Eventually, the action was so popular that more keys were given to other neighbors.

Execution
During 2 months, several visits were made to the zone; its inhabitants were asked about the impact caused by the possibility of having a place like this in the neighborhood; the reaches of traditional mass media were fathomed. In that same way, an investigation was made about the possibility of having a place like the EPM Service Center inside the community, and several meetings with the neighborhood leaders and the neighborhood board were held.

After that, the place was supplied with services and appliances. Several alternatives to introduce the place were studied, and finally the key to the door of the service center was given to the neighbourhood leaders. Some days later, the action got such popularity that more keys were given to other neighbours.

Documented Results
In less than 5 weeks, more than 190 families (760 people) were already using the service centre.

In spite of being in 1 of the most unsafe and dangerous spots of the city, the EPM Service Center is totally fine, and none of its appliances has been broken or stolen.

The acceptance of the campaign has been so good that more studies are being developed in order to open more EPM Service Centers in different poor zones of the city.

Many mass media have broadcast and praised the initiative, which has given it not only recognition but also has motivated other people around the city and even around the district to come to this neighborhood to use its services.