THE IMMORTAL REVENGE by BBDO Buenos Aires for Paso de los Toros

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THE IMMORTAL REVENGE

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Argentina
Agency BBDO Buenos Aires
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Art Director Frodo
Copywriter Barry Potter
Producer Luli Dragan
Released February 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PEPSICO ARGENTINA
Product/Service: PASO DE LOS TOROS DRINK
Agency: BBDO ARGENTINA
Date of First Appearance: Feb 14 2010 12:00AM
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.chuerta.com/awards/immortalrevenge
Executive Creative Director: Ramiro Rodriguez Cohen (BBDO Argentina)
Executive Creative Director: Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Director of Integrated Communications: Nicolas Pimentel (BBDO Argentina)
Account Director: Daniel Albamonte (BBDO Argentina)
Art Director: Frodo (BBDO Argentina)
Copywriter: Potter (BBDO Argentina)
Interactive Strategies Producer: Vanesa Wettstein (BBDO Argentina)
Interactive Art Director: Ricardo Ovelar (BBDO Argentina)
Interactive Copywriter: Diego Levi (BBDO Argentina)
Producer: Luli Dragan (BBDO Argentina)
Marketing Director: Federico Blutghen (PepsiCo Argentina)
: Santiago Murray (PepsiCo Argentina)
Brand Manager: Soledad Azarloza (PepsiCo Argentina)
Production Partner: (Sake)
Partner Digital: (Social Snack)
Account Executive: Cecilia Pacifico (BBDO Argentina)
Media placement: Digital - Banners - Clarin On Line Newspaper - 15/01/2010
Media placement: Print - Book "The Immortal Revenge" - Bookstores In Argentina - 14/02/2010
Media placement: Ambient- Giant Voodoo Dolls - 3 De Febrero Park In Buenos Aires - 14/02/2010

Results and Effectiveness
Results: Over 100,000 visits to the site. Over 6,000 messages. Over 2,000 books sold in 3 weeks. 72 ex’s with peace of mind.

Creative Execution
Revenge is the best way to pay back an ex for SOME of your pain and suffering. Why only SOME and not ALL? Does common revenge really make up for a heart that is scarred for life? No! With this in mind, Paso de los Toros offered to every broken heart a very special prize: the possibility of immortalising their revenge. Broken hearts were invited to express themselves through www.sendamessagetoyourex.com with an incentive: the best messages would be immortalised in a book. 72 messages were selected and thus became eternal. The book “Immortal Revenge” was made available in bookstores throughout the country with the goal of living on forever in every argentine home. To make sure all the ex’s had what they deserved 50 books were given away through the movement bookcrossing.com, with the aim of building a chain of bitterness from ex to ex.

Insights, Strategy & the Idea
Paso de los Toros is a local and popular tonic soft drink, known as “the” thirst quencher among soft drinks in Argentina. Its claim, “Cut out the sweetness. It doesn´t quench your thirst”, goes against CSDs. Valentine's Day is the cheesiest day of the year. In tune with its concept, Paso de los Toros had to do something to cut out the extreme sweetness of this day.