Media > Use of Media

18TH ZONE EMBASSY

OMD GUATEMALA / FRITO LAY / 2014

Awards:

Silver Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
1 of 0 items

Overview

Credits

Overview

Effectiveness

Only in the first month:

Over 15,000 people of the 18th Zone joined the embassy, 3,500 people got job interviews, 800 were hired, and over 20 companies joined committing not to discriminate.

We gain $20 million in free press and media. That represents 8 times Tortrix’s annual media investment and also we got 20 million hits on the internet.

And best of all, we created an established symbol of the city that will end social prejudice and help 800,000 people reach a better future.

Execution

We rented a house outside 18th Zone and equipped it like a real embassy.

We named an ambassador and we launched a website where companies enroll, post job openings and where candidates can upload resumes and apply for jobs, free of discrimination.

The attendance at the Ambassador Reception was a success, we had all the executives from the most important companies of Guatemala. This helped activate Public Relations Departments of these companies and created a bond with the embassy.

We also invited most important media of the country. And in one morning we had all the executives from the largest companies in one place.

The Ambassador became a very attractive person to the media. This free press helped enrich our results, by mobilizing our spokesperson.

Meanwhile, the embassy started functioning, processing the resumes of possible candidates.

Strategy

In Guatemala, many companies refuse to employ personnel from the 18th Zone neighborhood because they assume they have ties to the gangs that dominate the area.

Tortrix, Guatemala’s most popular snack brand made it their mission to help those Guatemalans who feel unwanted in their own country.

So we created the only organization that can represent them, an Embassy.

The 18th Zone Embassy.

The Embassy that protects 800,000 people against address discrimination.

More Entries from Use of Ambient Media: Large Scale in Media

24 items

Grand Prix Cannes Lions
HAPPY ID

Fast Moving Consumer Goods

HAPPY ID

COCA-COLA, McCANN LIMA

(opens in a new tab)

More Entries from OMD GUATEMALA

24 items

Silver Cannes Lions
18TH ZONE EMBASSY

Use of Ambient Media: Large Scale

18TH ZONE EMBASSY

FRITO LAY, OMD GUATEMALA

(opens in a new tab)