Cannes Lions

LAN TOURS

OMD, Santiago / LAN / 2004

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Overview

Entries

Credits

Overview

Execution

TV sponsorship: Highlight how funny it is to hear a foreigner pronounce typical Chilean expressions or idioms. This was transferred to Chilean TV’s most ironic program, where field reporters traveling to events of the MTV Awards type interviewed people and made them repeat Chilean idioms such as “cuchuflí” and “piscolita”, simulating the words included in the spots. The atmosphere generated by the field reporters was very much in line with their own style which added to the communication itself, generating a spicy dialogue with real as well as wild situations.

Outcome

We achieved complete recognition and empowerment of our main concept “The world is getting ready to receive you” associating us to the contents of a prime TV program with very high ratings. We increased sales in 20% in comparison to the previous season.

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