Living in Peru Promo, Case study THE PERUVIAN DREAM by Fahrenheit DDB Lima

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THE PERUVIAN DREAM

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Industry Destinations (Countries & Places)
Media Promo & PR, Case study
Market Peru
Agency Fahrenheit DDB Lima
Director Miqui
Creative Director Ricardo Chadwick
Producer Kike Garcia
Released March 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: LIVING IN PERU
Product/Service: LIVINGINPERU.COM
Agency: FAHRENHEIT DDB
Account Director: Alberto Goachet (Fahrenheit DDB)
Creative Director: Ricardo Chadwick (Fahrenheit DDB)
Producer: Kike Garcia (Fahrenheit DDB)
Director: Miqui (Patria)
Executive Producer: Alejandro Norieg (Patria)
Audio: Tomas Gistau (Lado B)
Media placement: Publication Of The Video - Facebook Profile - 27 March 2011

Summary of the Campaign
Living in Peru is an independent portal dedicated to promote Peru as a country full of living and Business opportunities. We needed to riase the awareness of the brand among foreigners, and also in the Peruvian community, in order to attract more visitors and also more clients.
We needed a very big bang since the available budget was very small. So we decided to produce a viral video capable of going massive and at the same time capable of getting the press attention.
We came out with an idea that showed Peru as a country where any foreigner could live his Peruvian Dream, and change their current living situation, for a better one.
We turned the world upside down and showed how 1st world country citizens were illegally immigrating to Peru.
The video was posted in a Facebook profile and in 4 days it got more than 100,000 downloads on YouTube (becoming the top downloaded video locally) and was massively shared not only among foreigners but also Peruvians. In 1 week it was shown in 4 of the 5 main TV News Shows, including coverage in a USA TV news program, where it was shown to all the US.

The Situation
As a Media Company, the Living in Peru Portal site wanted to gain more awareness in order to be more attractive to users and also possible clients. They were doing a great work promoting the benefits of living in Peru, but needed more visibility.
The budget was almost non-existent but a campaign was required urgently.

The Goal
Get everybody talking about Living in Peru as a hot site to visit. Make it visible to foreigners living in Peru, but also to the Peruvian community, so that they could understand the role this brand is playing in making Peru an attractive destination for both business as well as tourism. All the above should result in more visits the the web site as well as an increase in advertising investment.

The Strategy
Since the objective was ambitious and the budget low, we decided to drop a "bomb": A provocative message regarding how well Peru is doing that could play in the "thin red line" allowing us to be popular very very fast, and at the same time generate enough mouth to mouth, discussion and digital social activity that will attract the press to talk about the campaign, and therefore the site. In a way doing the other way around: instead of getting the interest of the media thru a Press Conference or contacting them, but them looking for us, interested in getting the story behind the campaign.

Execution
We recorded a video where we showed first-world citizens, reaching Peruvian shores using rafts, immigrating the country illegally, seeking for the 'Peruvian Dream'. The video was realistic, almost getting confused with news coverage, but with a dose of humour.
We placed it first in a personal profile on Facebook, and it was just enough to trigger a chain reaction.

Documented Results
In the first 4 days the video was viewed by 100,000 people (top in Peru during that week), but then the press really made it massive.
In the first week more than 40m people saw it, through 4 of the main Local TV News Shows, and also with the help of the US TV Channel Telemundo, that aired the video for all the US.
More than 40 countries saw it and more than 600 blogs over the world talked about it.