Solidarity Action Promo, Case study PORN VIDEO by Publicis Caracas

PORN VIDEO

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Industry Public awareness
Media Promo & PR, Case study
Market Venezuela
Agency Publicis Caracas
Creative Director Demian Campos, Milton Pérez
Art Director Rairu Rebolledo, Luis Di Lascio
Copywriter Paula Russa, Rafael Hernandez
Released November 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SOLIDARITY ACTION
Product/Service: WORLD DAY AGAINST HIV
Agency: PUBLICIS VENEZUELA
Date of First Appearance: Nov 20 2010
Entrant Company: PUBLICIS VENEZUELA, Caracas, VENEZUELA
Chief Creative Officer: Douglas Rios (Publicis)
Creative Director: MIlton Perez (Publicis)
Creative Director: Demian Campos (Publicis)
Art Director: Luis Di lascio (Publicis)
Copywriter: Rafael Hernandez (Publicis)
Copywriter: Paula Russa (Publicis)
Art Director: Rairu Rebolledo (Publicis)
Art Director: Luis "Waton" Sepulteda (Publicis)
Account Director: Valentina Paniz (Publicis)
Planner: Marcelino Madriz (Publicis)
Planner: Julio Grande (Publicis)
Account Executive: Josscar Ochea (Publicis)
Productor: Fillippo Campisi (Publicis)
Planner: Clara Chacon (Publicis)
Production Executive: Constanza Profeta (Soda Producciones)
Film Director: Ignacio Castillo (Soda Producciones)
Post Production: Rafael Ponce (Prime Time)
Media placement: Online Video - Youtube - 20 November 2010
Media placement: Online Video - Twittvideo - 20 November 2010

Insights, Strategy & the Idea
Raise awareness of Acción Solidaria’s role as centre for information, treatment and prevention for HIV among young people.

Creative Execution
We developed a campaign which focused on one of our targets main interests: SEX + local celebrities; and planted it on the Internet most popular social networks, Blackberry MSN and directly to the streets as C.D´s, much like an illegal porn tape. Media coverage and tabloid gossip boosted sharing and diffusion.

Results and Effectiveness

To increase the impact of the campaign, we disclosed its objectives on The World Aids Day. It made possible to reach a massive number of people employing a strong but not adverse perspective of HIV that appealed to the targets interests that stimulated sharing and guarantied diffusion.