THE BIGGEST TRAMPOLINE by McCann Buenos Aires for Google

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THE BIGGEST TRAMPOLINE

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Industry Search Engines
Media Promo & PR, Case study
Market Argentina
Agency McCann Buenos Aires
Executive Creative Director Damian Kepel, Sebastian Castañeda
Creative Director Ignacio Coste, Francisco Espósito
Copywriter Ignacio Flotta – Nicolás Vara.
Producer Pedro Saleh
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GOOGLE
Product/Service: GOOGLE MAPS ARGENTINA
Agency: McCANN ERICKSON ARGENTINA
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: McCANN ERICKSON ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.saltandosobrelaciudad.com
Executive Creative Director: Sebastián Castañeda (McCann Erickson)
Executive Producer: Enrico Campochiaro (McCann Erickson)
Producer: Pedro Saleh
Art Director: Ignacio Flotta (McCann Erickson)
Copywriter: Nicolás Vara (McCann Erickson)
Creative Director: Francisco Esposito (McCann Erickson)
Creative Director: Ignacio Coste (McCann Erickson)
Account Executive: Virginia Roque (McCann Erickson)
Account Executive: Gonzalo Pampliega (McCann Erickson)
Agency Producer: Sergio Hernandez (McCann Erickson)
Web Developer: Juan Riva
Music Company: Indigo Música (Indigo Música)
Production Company: Prisma (Prisma)
Media placement: Internet - 5 Spots Online And Banners - YouTube, Clarin.com, LaNacion.com, Infobae.com - 25/09/2009
Media placement: Internet - Hotsite - Www.saltandosobrelaciudad.com - 25/09/2009
Media placement: Outdoor - Live Advertising - Planetario, Ciudad De Buenos Aires - 02/10/2009

Results and Effectiveness
During the two days the action took place, entire families ands friends had fun jumping over the city and living the “Google Maps experience”. The event was widely covered in the media. For several days the biggest trampoline in the world appeared in Clarín, La Nación, Infobae, and on the main TV channels. As a result, the quantity of visits to Google Maps from Argentina increased 30%. It reached 6,200,000 page views the week after the event took place. It also surpassed the client’s expectations. The site www.jumpingoverthecity.com had more than 42,000 visitors who left thousands of comments, photos and videos regarding their experience in the biggest trampoline in the world.

Creative Execution
To create a major impact, we started by creating expectation through a teaser campaign. Come jump over the city. We used Internet as the only media to circulate funny videos of people jumping. Many blogs started speculating about the meaning of Google’s Come Jump Over the City. Once everybody was talking about it, we launched the site www.jumpingoverthecity.com. There, people found an invitation for October 3rd to go jump at the Planetarium. Without yet knowing what it was about, people filled the web page with comments, questions, and proposals and waited for the revelation. Three weeks and 2,000 speculation gigabytes later, the city found a huge surprise: the biggest trampoline in the world. An inflatable mega-structure, over 65 feet in diameter, with the entire city of Buenos Aires plotted on its surface. A simple and funny idea for everybody to jump from one place in the city, to the other, in the same way users do when they browse Google Maps.

Insights, Strategy & the Idea
Google Maps is a tool to search and find everything. Argentina didn’t have its local version, so the challenge was to get people to know Google Maps without using mass media. The idea was to keep Google spirit: original, happy and interactive or as they say: Googley.