Cannes Lions
LEO BURNETT ARGENTINA, Buenos Aires / ARCOR & CO. / 2011
Awards:
Overview
Entries
Credits
Description
The campaign was aired at a time when the country was divided for many reasons; political, cultural, sport issues. As a nation, Argentina is divided by multiple social issues and that’s a weakness. That’s why, in this social context, the brand issued a message of union. A truly necessary message; because Argentines, we need less things dividing us and more things uniting us.
Execution
The solution was to design a roulette that allows to distribute in an equal and random way, all the previous arrangements for the end of year celebrations and so avoid arguments that spring up every year between participants.We have worked with a channels combination, such as TV, internet and radio to lead traffic to the web page. Then a viral contagious was generated by the audience participation in the action at publishing results in social networks.
Outcome
What happened as a result of the communication activity?There was only one digital communication channel, and the seeding of the preview videos alone achieved 2,246 viewings in one week.
The total amount of visits to the site in one month was 25,358, generating 23,535 unique users and 21,124 roulette turns.
Each user spent approximately 4’47” at the site.
The effectiveness is clear with 83% of the users entering the site and generating roulette games. Campaign Goal:Awareness: The presence of the brand during the Christmas holidays (summer in the southern hemisphere) overturned the seasonal effect of a product generally consumed in the winter.
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