National Geographic Promo, Case study TABOO LATIN AMERICA by Arena Bogota

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TABOO LATIN AMERICA

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Colombia
Agency Arena Bogota
Released March 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NATIONAL GEOGRAPHIC CHANNEL
Product/Service: TABOO LATIN AMERICA
Date of First Appearance: Mar 2 2011
Entrant Company: ARENA MEDIA COMMUNICATIONS, Bogotá, COLOMBIA
Entry URL: http://www.natgeo.tv/la/especiales/tabu-latinoamerica/
Account Director: Iván Riuz (Arena Media)
Innovation Director: Gina Pineda (Arena Media)
Account Executive: Marlen Zambrano (Arena Media)
Innovation Creative: Gustavo Zuluaga (Arena Media)
Media placement: Press Event - Live Event - 3 March 2011

Insights, Strategy & the Idea
NatGeo, on its first season of Taboo uncovered before the eyes of Latin America, the occult and more extreme practices of the continent

"Tabu Break the Silence"

... In 2011 Natgeo deliver the 2nd Season of TABU LATINAMERICA with new stories and unique characters that goes beyond of what people can see.

Armed with high expectations of the audience which in turn could think chapters would be more of the same.

Our Challenge

We should maintain and generate the interest of our target audience in the new season of Taboo Latin America, for which tabloids and opinion leaders articles are fundamental.

Our Problem

How to approach reporters with the new season of Taboo to generate the desired word of mouth?. How to show them what brought the new season and take them beyond Taboo?

Creative Execution
We conducted an event where step by step we would let them to live every theme of the second season.
The first step to enter the event would be going into the other side of the Taboo, in order to start their physical and metal change.
In a tribute to Body Art, a gallery was recreated, where journalists skin was used as a canvas to express and beautify their body as the protagonists of the special and be part of the art of transformation; as to generate this effect we used the Mapping technology, projecting on journalists’ bodies tattoo designs during the event, without interfering with needles or surgical procedures.
They also had the experience to live as the most by nature bizarre characters. Asdrubal, the tallest man in Colombia, in a mini home in which journalists felt what living in a world not made for them is.

Results and Effectiveness
More people daring to get out of the taboo in an event attended by more than 80 journalists and opinion leaders who circulated articles about the special.

Free Press endorsed at USD $ 94,670

Getting a rating of the first episode of 4.34, exceeding the expected 628%

Latin American taboo facing people in an event without censorship. Again a great achievement for the channel!