Doria Promo PASTAMAN by Sancho BBDO Bogota

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Industry Pasta
Media Promo & PR
Market Colombia
Agency Sancho BBDO Bogota
Art Director Miguel Angel Rojas
Copywriter Nicolas Nieto
Released May 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: DORIA
Product/Service: PASTAS DORIA
Date of First Appearance: May 5 2010
Entrant Company: SANCHO BBDO, Bogotá, COLOMBIA
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Art Director: Miguel Rojas (Sancho BBDO)
Copywriter: Nicolás Nieto (Sancho BBDO)
Media placement: Pasta Body Sculpture - Bodies Exhibition - 5 May 2010

Describe the objective of the promotion.
Our goal was to enhance and give life to the message that the brand communicates through the campaigns, “Your Body Needs Pasta”

Describe how the promotion developed from concept to implementation.
Bodies, the exhibition, was on view in Colombia, so we considered that it was the right opportunity to create a “Pasta man”, inspired by the bodies in the exhibition. It was a human body anatomically perfect made with materials similar to pasta.

Explain why the method of promotion was most relevant to the product or service.
We created a piece, similar to those from the exhibition that was well received in Colombia, and inspired in our own product.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Without planning it, Doria became the sponsor of the exhibition and the Pasta man got more than 1.000.000 viewers (the same as the exhibition). Following that, the audience was able to connect the Pasta man with the brand message.