CHAO PESCAO by Puerto Publicidad for CHAO PESCAO

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CHAO PESCAO

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market Chile
Agency Puerto Publicidad
Executive Creative Director Nicolas Lopez, Sebastian Alvarado, Federico Viale
Creative Director Ladislao Palma
Art Director Renzo Vacarisas
Photographer Paolo Remedy, Marcela Melej, Max Cabezas, Daniel Montecinos
Released November 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: CHAO PESCAO
Product/Service: WILDLIFE SANCTUARY
Agency: PUERTO PUBLICIDAD
Date of First Appearance: Nov 11 2010
Entrant Company: PUERTO PUBLICIDAD, Santiago, CHILE
Chief Executive Officer: Ignacio Del Solar (Puerto)
Creative Director: Ladislao Palma (Chao Pescao)
Executive Creative Director: Nicolas Lopez/Sebastian Alvarado (Puerto)
Art Director: Renzo Vacarisas (Puerto)
Documental Manager: Lucas Zañartu (Chao Pescao)
Documental Manager: Cristobal Díaz de Valdés (Chao Pescao)
Documental Director: Raimundo Goméz (Chao Pescao)
Animation Director: Moises Arancibia (Smog)
Post Production: Bonita (Bonita)
Photographer: Marcela Melej/Paolo Remedy/Max Cabezas/Daniel Montecinos (Chao Pescao)
Game Art Director: Carlos "el tío Charly" Elgueta (Chao Pescao)
Media placement: All Media - All Local Media - 14 / 11 / 2009
Media placement: All Media - All Local Media - 24 / 11 / 2010
Media placement: All Media - All Local Media - 7 / 04 / 2011

Describe the objective of the promotion.
The main objective was to create public awareness about the thermoelectric plants aproved for construction near the Punta de Choros Wildlife Sanctuary, and the irreversible effects it would have on its ecosystem.
On the other hand, with this campaign we wanted to communicate the general public’s disapproval to the authorities, in an attempt to stop the construction.

Describe how the promotion developed from concept to implementation.
“Chao Pescao” means saying goodbye to this sanctuary, because that’s what we were doing by not protesting against this. We wanted to motivate people to stand against politicians and the local government, and to do this, the best way was making an example: we installed stationary bicycles with pedal powered generators, powering a screen that showed the trailer of our documentary, and then we powered the screens used at the premiere with a wind turbine.

But the thermoelectric plant was close to being approved, so we gathered several Chilean personalities in a video for the social networks.
The media took action.

Finally, the President spoke:
“We reached an agreement with Suez to protect this wonderful wildlife sanctuary”.

Explain why the method of promotion was most relevant to the product or service.
The brief/objective was simple: to create public awareness about the Punta de Choros issue and to influence politicians and government members to reconsider their decision to approve this thermoelectric plant project.
Overall, our objectives were accomplished, creating a viral internet movement and taking the protests to the streets. We managed to spread the word about the documentary “Chao Pescao” without any budget, taking advantages of the social networks, and generating press coverage. FREE ADVERTISING!

Describe the success of the promotion with both client and consumer including some quantifiable results.
Internet, social networks and the press helped us gather a very large group of activists.
What started as an internet movement gave way to protests on the streets and news coverage. Numerous personalities joined our cause and helped spread the word.
In the end, this small independent cause turned into a nationwide movement, changing forever the way we, as a country, see our natural sanctuaries and how important they are.
As a final outcome, we managed to get our recently elected president to live up to one of his campaign prmoises, cancelling forever the construction of the Punta de Choros Thermoelectric plant.