THE DAY I BECOME FAMOUS by Garnier BBDO San Jose for PANI (THE NATIONAL BOARD OF TRUSTEES OF CHILDHOOD)

THE DAY I BECOME FAMOUS

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Industry Software & Multimedia Productions, SaaS, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Costa Rica
Agency Garnier BBDO San Jose
Creative Director Mauricio Fallas
Art Director Roy Carvajal
Copywriter Beatriz Cordero
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PANI (THE NATIONAL BOARD OF TRUSTEES OF CHILDHOOD)
Product/Service: INTERNET SAFETY AWARENESS
Agency: GARNIER/BBDO
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: GARNIER/BBDO, San José, COSTA RICA
Entry URL: http://www.thedaythatibecomefamous.com
Chief Executive Officer: Warren Marenco (Garnier BBDO)
General Creative Director: Mauricio Garnier (Garnier BBDO)
Creative Director: Mauricio Fallas (Garnier BBDO)
Copywriter: Beatriz Cordero (Garnier BBDO)
Digital Planner: Paul Rodriguez (Garnier BBDO)
Interactive Designer/Developer: Oscar Taylor (Garnier BBDO)
Art Director: Roy Carvajal (Garnier BBDO)
PR Director: Ivonne Aguilar (Garnier BBDO)
Media placement: Social Media - Facebook's Application - 7th Of February 2010
Media placement: Live Advertising - Central Avenue Of San Jose, Costa Rica - 9th Of February 2010
Media placement: Streaming - Facebook's Application - 9th Of February 2010
Media placement: TV Publicity - Channels 6, 7, 11 13 - 9th Of February 2010
Media placement: Press Publicity - Newspapers: La Nacion, La Republica, La Extra, La Teja Y Al Día - 9th Of February 2010
Media placement: Specialised Magazines - Advertising Age Central America And Caribe - 9th Of February 2010
Media placement: Blogs - Lacolmenavirtual.wordpress.com (España), Conejos-Suicidas.ticoblogger.com, Conoc - 9th Of February 2010
Media placement: Radio - Radio Columbia - 9th Of February 2010

Results and Effectiveness
The stream had a maximum audience of 2,000 viewers. The application reached television, radio, the press, specialised magazines and blogs, for a total PR value of $164,000 in just a few hours. The viral action of 'The Day That I Become Famous' reached Costa Rica, Panama, USA, Colombia, Canada, Spain, El Salvador, Venezuela, Mexico, Chile, The Dominican Republic, Argentina, Bahrain, Brazil, Switzerland, Germany, Italy, Puerto Rico, Portugal and Sudan. The application was commented on by Costa Rican users of different social networks, such as Facebook and Twitter.

Creative Execution
The National Board of Trustees of Childhood (PANI), created an application on Facebook called 'The Day That I Become Famous'. The application requests personal data and information concerning specific talents from the user. When the users accepted the application, a countdown would begin which would show the exact moment in which they would become famous. Two days after, the 9th of February, International Safer Internet Day, the profile photos of the members were placed in Central Avenue, where approximately 1 million people pass daily. A stream was also created in order to show the members exactly how famous they had become.

Insights, Strategy & the Idea
Objectives: Take advantage of the International Safer Internet Day to demonstrate to the general public the dangers and risks of accepting strangers to your group of friends in Facebook and to catch the attention of the local news. Target Audience: Children, teenagers and their parents. Unique Insight: Social Network users might expose themselves to harmful situations by carelessly interacting with “unknown” friends and/or accepting viral applications. Relevance with the brand and the target: 'The Day That I Become Famous' changed from being a simple application on Facebook into a news-worthy topic.