TEDx: SPREAD THE TED by Ogilvy & Mather Buenos Aires for TEDx

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Industry Shows, Events & Festivals, Public awareness
Media Promo & PR
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Director Nicolás Núbile
Creative Director Javier Mentasti - Christian Cameán, Ignacio Ferioli - Maximiliano Maddalena
Art Director Ignacio Flotta – Nicolás Vara.
Released June 2011

Awards

Intercontinental Advertising Cup, 2012
Best of Admaking Best Universal Idea created in a Local Market Cup Winner
Best of Media Best of One2One Cup Winner

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser/Client: TEDX BUENOS AIRES
Product/Service: TEDX
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA
Sales Promotion/Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA
ECD: Gaston Bigio (Ogilvy Argentina)
Creative Director: Maximiliano Maddalena (Ogilvy Argentina)
Creative Director: Javier Mentasti (Ogilvy Argentina)
Copywriter: Nicolas Vara (Ogilvy Argentina)
Art Director: Ignacio Flotta (Ogilvy Argentina)
Production Chief: Valeria Pinto (Parson) (Ogilvy Argentina)
Agency Producer: Alejandro Travaglini (Parson) (Ogilvy Argentina)
General Planning Director: Julieta Rey (Ogilvy Argentina)
Director: Nicolás Núbile (Rebolucion)
Editing: Martín Olemberg (Rebolucion)
Executive Producer: Jorge Larrain (Rebolucion)
Post Production: Luis Staffolani (Rebolucion)
Music Design: Camilo Iezzi (CCCI)
Voice over: Tomas Mackey ()
Describe the brief from the client:
TED is a nonprofit organization devoted to ideas worth spreading. Ted offers inspiration from the world's most inspired thinkers to a global community.
In Latin America TEDx talks are still far away from common people. If we wanted to spread these ideas, we needed a more popular approach between them and TEDx.
Describe how the promotion developed from concept to implementation:
We called the city´s most remarkable speakers: TAXI DRIVERS.
50 of them were invited to TEDx Buenos Aires, so that they would listen to the speakers and then spread these outstanding ideas all over the city. In this way, we promote TEDx ideas among common people.
Describe the success of the promotion with both client and consumer including some quantifiable results:
• For the first time, TAXI DRIVERS turned into promoters.
• We spread the TEDx throughout every part of the city.
• We reach 7000 passengers in just 1 week of work.
• That´s 7 times de Tedx´s Buenos Aires audience.
• More than 2.000.000 followers received the video via Twitter.
• Due to success of the spread, we will use HAIRDRESSERS in TEDx 2012.
Explain why the method of promotion was most relevant to the product or service:
We called the city´s most remarkable speakers: TAXI DRIVERS.
50 of them were invited to TEDx Buenos Aires, so that they would listen to the speakers and then spread these outstanding ideas all over the city. In this way, we promote TEDx ideas among common people.

The Promo / PR Ad titled TEDx: SPREAD THE TED was done by Ogilvy & Mather Buenos Aires advertising agency for product: TEDx (brand: TEDx) in Argentina. It was released in Jun 2011.