Data: Movies can increase to the film´s location between 25% - 300%.

10% Of people that travel to a new location, picked their location based on a movie.

Peru is divided in three regions: Coast, Highlands and Forest. Which one of them has different cultures.

Analyzing the market, we discovered a saturation of ads that have been using the gastronomy, beautiful views, Machu-Picchu and history. It was time to change the spotlight. In fact, the most valuable thing that Peru has are the peruvians.

Insight: Each peruvian is a Peru to discover.

Use peruvians that everyone knows (Celebrities) to highlight peruvians who represent forgotten cultures that everybody should know.

Idea:

Intercambiados is an empathy experiment documented in a transmedia non fiction serie format that tells the story of 6 Peruvians of different backgrounds who had the courage to exchange their lives, travelling to touristic places in Peru that they had never been.

Intercambiados was launched August 16th, 2017 and last until December 31th, 2017.

We produced 3 stories with 2 chapters each. The first chapters were about the adaptation of changing their lives and the discovery of a new place and its culture. The second ones, were about doing the work of someone else and discover the value that everyone has in our country.

On television we published the chapters´trailers every monday. Then, on every thursday we published a 3 min chapter that also had their premieres on cinemas in Lima.

Once we engaged the users, we brought them to our social media channels to delivery extra content and building strong connections.

We used instagram story to show our diversity through the beauty and culture of our country.

We used celebrities´ fanpages and twitter to publish their point of view.

We generated more than 400 content pieces in approximately 50 distinct formats.

$2 Million increase in domestic flight tickets sales.

More than 485 million impacts.

We aimed to reach 135 million impressions on digital channels, we achieve 326 million.

11,2 Million views with more than 50% exposure.

94% Of positive feelings

More than 600,000 interactions.

Maido, the best restaurant in LATAM according 50th Best, added a new dish called ¨Sudado a la Doncella¨ and shared the recipe in Kukama order to generate PR to the cause.

Based on the experience of Javier Yaipén as a teacher. more famous musicians used their hits to help kids learn.