Agea Promo HISKER by Y&R Buenos Aires

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR
Market Argentina
Agency Y&R Buenos Aires
Executive Creative Director M. Mercado
Creative Director D. Rial, D. Tuya, D. Oliveira, M. Goldberg
Released April 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: AGEA
Product/Service: INTERNET TOOL
Date of First Appearance: Apr 4 2011
Entry URL:
Executive Creative Director: M. Mercado (Y&R Buenos Aires)
Creative Director: D. Rial (Y&R Buenos Aires)
Creative Director: D. Tuya (Y&R Buenos Aires)
Creative Director: M. Goldberg (Y&R Buenos Aires)
Creative Director: D. Oliveira (Y&R Buenos Aires)
Digital Production: E. Vaquero (Y&R Buenos Aires)
Digital Production: M. Straschnoy (Y&R Buenos Aires)
Media placement: 1 Digital Application - - 4 April 2011
Media placement: 1 Banner - - 4 April 2011
Media placement: 1 Print Ad - Ole Sports Journal - 4 April 2011

Describe the objective of the promotion. is the most visited sports news site of Argentina and it has a strong presence in social networks with over 250,000 followers between Facebook and Twitter. The goal of this activation was taking advantage of this potential to generate an idea that could use the followers as the means to carry the message beyond the limits of the brand. So we needed an idea that would generate a high level of identification. Something that any man would want to make viral. The answer came up from our own History.

Describe how the promotion developed from concept to implementation.
Based on the premise that all the men who surf the web have something to hide, we developed Hisker, the History faker.
A digital tool that enables all men to have an impeccable navigation History by replacing the visited URLs for politically correct ones. Hisker includes Ole as Home page and it offers a plus to the followers of the newspaper via Facebook or Twitter: they will be the first to receive Hisker Pro, Hisker’s evolution that will enable the automation of its functions to program periodic History clean-ups.

Explain why the method of promotion was most relevant to the product or service.
Though Ole has its own paper print format, the web is the place where its message can transcend the limits of its newspaper version. Because tools like Hisker are replicated quickly, unforeseen places can be reached. Therefore these types of activations have an unlimited potential. After all, before being huge sport fans, men are men, and under that premise, all hearts can be conquered.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hisker was quick to take over the web and the social networks. Dozens of sport related blogs, men and the technology, replicated the action. Several of the most important download sites of the world are already offering Hisker’s download from their pages. The days of dismissals for unproductive navigation are over. Divorce suites based in forgotten Facebook trails have come to an end. Hisker has arrived to change the History. Literally speaking.