Cannes Lions

The Covid Hub

ACCENTURE INTERACTIVE, Bogotá / ANDI -NATIONAL BUSINESS ASSOCIATION OF COLOMBIA / 2021

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Overview

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Overview

Background

The ANDI, the National Association of Entrepeneurships, was worried about the impact of the pandemic in the businesses of its associates and the country's economy in general. So they asked us for a campaign to shape people's behavior in order to reduce the impact of a lockdown: the better we behave, the less time we'll be in lockdown.

Idea

- Daily data was captured and processed, so creative material was constantly changing, almost in real time for ANDI´s members and other companies to just insert their logo and air them.

- Due to the integration of the data strategy, real time creativity and accesibility for the different companies associated, the campaign ran completely organic.

- Precision on the messages to the specific targets was 93% accurate.

Strategy

The first step was collecting data about the expansion and behavior of the virus, mainly based in records of the Health Minister and the National Institute of Health, crossed with basic demographic data like income per home and macroeconomic variables. That mix gave a clear picture of the impact of the different measures taken by the government to hold back the pandemic: commerce lockdowns, quarantines, etc. Here we learned where and when.

With that picture clear, we opened a social listening with our own tools to understand people's concerns and attitudes towards the crisis. Here we learned how.

A content matrix was defined to trigger the messages. The whole process was repeated on a weekly basis, or daily if needed.

Outcome

- 228 Unique nees in media, 78% of them Top Tier.

- 67M impacts

- 100% Organic Campaign

- 960K U$ in Free Press.

- In less than a month, August to September, the number of new daily contagions dropped dramatically from almost 11,000 to 6000.