ICT Promo, Case study HUMAN BILLBOARDS by UM

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Costa Rica
Agency UM
Creative Director Juan Luis Valerio
Art Director Federico Montoya
Released April 2009

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: UM, San José, COSTA RICA
Account Director: María Rosa Villegas (McCann Erickson)
Creative Director: Juan Luis Valerio (McCann Erickson)
Managing Director: Santiago Londoño
Media Planner: Jennifer van Browne
Account Executive: Tatiana Jiménez (McCann Erickson)
Art Director: Federico Montoya (McCann Erickson)
General Manager: Silvia Jiménez (ADN Producciones)
Operations Manager: Javier Batista (ADN Producciones)
Media placement: Billboard Rappel - Colite - 14/04/2009
Media placement: Billboard In The Beach - Colite - 27/04/2009
Media placement: Billboard Waterfall - Colite - 11/05/2009
Media placement: Billboard Kayak - Publiex - 01/06/2009

Results and Effectiveness
• The campaign obtained 76% of recall among the target audience. • 7% increment in tourism sales industry, in spite of the economic crisis within the country. • More than 4 million vehicles passed by the locations of the billboards during the implementation period. • This implementation generated word of mouth among consumers and media. • Media contacted the agency to put this innovation in the news; they even wanted to ride the kayak. People started to greet the persons that were in the billboard. • The total PR ad value was $298,000 in free press vs. $40,000 invested in human billboards.

Creative Execution
Bring to the city some of the moments that Costa Ricans can experience in their own country. Four billboards were placed in areas of high traffic where the average speed was under 30km/hr. The images of the billboards recreated places and activities that Costa Ricans can enjoy: rappel in the middle of the mountain, kayaking in the mangrove, resting on the beach and enjoying a waterfall; real people were doing these activities within the billboards! The people chosen for the billboards were normal people, which generated empathy from the consumers. TV, radio, print, and other outdoor media like regular billboards, buses, were used to maximise the campaign.

Insights, Strategy & the Idea
Costa Ricans had forgotten about their country’s natural beauty because of the city stress and the everyday rush. As a result, many of them went abroad to spend their vacation. The challenge was to make people consider Costa Rica for vacation, and support the local tourism industry because international tourism had fallen 10% during last year due to the worldwide crisis. Main objective: Motivate Costa Ricans about discovering and visiting the natural beauties and diversity of places that Costa Rica offers. Target audience: Men & women 25-59 years-old, upper middle-class, experience and adventure seekers, people who are aware of the wonders of Costa Rica but don´t visit them. Insight: Costa Ricans are proud of their beautiful places and sceneries, and usually advise the international tourists where to go, but they do not enjoy them themselves.