BACK TO GARBARINO by Leo Burnett Buenos Aires for Garbarino

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BACK TO GARBARINO

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Argentina
Agency Leo Burnett Buenos Aires
Creative Director Vidi Sibilla, Rodrigo Ruiz
Producer Germàn Escande
Account Supervisor Victoria Passadore
Released August 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: GARBARINO
Product/Service: GARBARINO
Agency: LEO BURNETT ARGENTINA
Chief Creative Officer: Seto Olivieri (Leo Burnett Argentina)
Creative Director: Vidi Sibilla (Leo Burnett Argentina)
Creative Director: Rodrigo Ruiz (Leo Burnett Argentina)
Integrated Communications Director: Pancho Funes (Leo Burnett Argentina)
Account Director: Luis Vizioli (Leo Burnett Argentina)
Agency Producer: Federico Puricelli (Leo Burnett Argentina)
Film Director: Augusto Gimenez Zapiola (Argentinacine)
Executive Producer: Nano Tidone (Argentinacine)
Executive Producer: Marcos Landajo (Argentinacine)
Producer: Germán Escande (Argentinacine)
Post Producer: Aldo Ferrari (Argentinacine)
Post Producer: Luli Jimenez (Argentinacine)
Director of Photography: Javier Julia (Argentinacine)
Music: (Swing)
Sound: (El Elefante Resonante)
Account Supervisor: Victoria Passadore (Leo Burnett Argentina)
Media placement: OpenTV, CableTV, Internet And Social Media, Outdoors, Magazines, Newspapers, Promo Activation In POS - Open TV Channel 13, 11, 7, 9, Yahoo, MSN, YouTube, Vimeo, Twitter - August 25, 2011

Summary of the Campaign
Garbarino is a leading electronics store in Argentina. The retail giant became the subject of an intense national conversation when amateur video footage appeared online of Doc Emmett Brown crashing his Delorean time machine into a Garbarino storefront. After a few days of rampant speculation on the internet, and widespread circulation of the footage, Doc Brown gave a press conference in which he apologised for any damage he may have caused, and volunteered to be the new face of Garbarino Electronics to compensate the company for his actions. Thus the inventor became the popular spokesperson for Garbarino, and generated massive new interest in the store and its high-tech products.

The Situation
Garbarino is the largest electronics chain in Argentina. But in a market where most competitors sell the same products, how does it re-establish itself as the most future-facing brand in the country?

The Goal
Goal:
Re-establish Garbarino as the most future-facing brand in the country, by installing the concept of 'the future is at Garbarino' in people's minds.

Target audience:
ABC1 from 20-to-70-years-old, both genders, who think of technology as a value in itself that allows them to interact, enjoy, share, and entertain themselves with the rest of the world.

The Strategy
A technology dealer is always at the forefront. It sells the future. But the leader of the dealers is the future. This is so much so that when professor Emmett Brown programs his Time Machine to travel to the Future, he does not only trespass the screen into our reality but also ends up smashed into one of Garbarino’s stores.

Execution
1. 1 morning, the iconic Delorean time machine appears crashed inside Garbarino’s flagship store.
2. An amateur video footage appeared online of Doc Emmet Brown crashing his Delorean time machine into a Garbarino storefront.
3. After a rampant speculation on the Internet, people from all over the country travelled to Buenos Aires to see the car in the store.
4. Doc Brown gave a press conference in which he apologised for any damage he might have caused, and volunteered to be the new face of Garbarino to compensate the company for his actions.
5. Mass media campaign begins featuring the famous inventor as its spokesperson.

Documented Results
- Repercussions in all mass media in the country.
- Repercussions in more than 1,000 worldwide online sites, including news portals such as The New York Times.
- #1 TT on Twitter over 48 hours.
- Over 1,000 comments and 10,000+ 'likes' on Facebook.
- 3,000,000 plays in YouTube in 1 week.
- Most Viewed, Top Rated, Top Favourites on YouTube.