Cannes Lions

ALL IN ONE PC

PHD COLOMBIA, Bogota / HEWLET-PACKARD / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

First we chose the artist, Sebastian Yepes, a renowned Colombian artist known for his work in the musical field, besides he is like our All in One, he composes, sings and personally sells his own records.Then we invited radio audiences to participate at our Facebook fan page where they would upload videos and interact with the artist through messages and wall posts. Even the All in One sent his own video and we started the brand introduction.Finally, in June 2010, we launched the video "Cuando no queda nada" a story where All in One connected Sebastian Yepes to his fans and where we turned them into our fans too.

Outcome

The video has been broadcasted more than 360 times on different channels like MTV, VH1 and PlayTV amongst others, without having the budget for TV coverage.Over 365.000 views on YouTube to date and still counting. We received more than 40,000 USD worth of coverage.Hewlett Packard passed from 22% to 35% in share of market. And the total cost of the campaign: 15,000 USD.

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