Cannes Lions

NO NAME MATCH

ONIRIA/TBWA, Asuncion / UNICEF / 2013

Awards:

1 Silver Cannes Lions
2 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

In Paraguay, is very hard to reach a big audience because media ratings are very low, and media content is very poor. Only news and sports has high ratings, and is very hard to get in without money.

Execution

Unicef generated 'No name match': during the opening minutes of Uruguay vs Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 TV channels and 4 highest rated radios broadcast live the game without saying the player´s names.

After that, our message was reveal:

Like these players, we all need a name and nationality.

In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration

What does your candidate think about that? Ask him

Once the message was sent, we activate celebrities on social media to reply the same message using #nonamematch

Outcome

Results:

- It was viewed by 4.000.000 from 7.000.000 Paraguayans

- With an investment of U$S 5.000, we got a U$S 800.000 worth of earned media

- Free Publicity worth U$S 200.000

- Every presidential candidate agreed to commit to a series of specific actions that would ensure the children of Paraguay received an official ID, if they were elected President.

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