Brand Experience and Activation > Use of Promo & Activation
KAUSA CENTRAL CREATIVA, Asuncion / ROBERT TAILOR SHOP / 2015
Overview
Credits
BriefExplanation
The agency was set to attack the corruption problem by inventing a new product: The Pocketless Suit. We created a collection inspired in Representative Ibáñez, self-confessed author corruption crimes.
With an investment of $ 500, we launched the “Ibáñez Collection” by publishing a print ad in a specific newspaper, known to be specialized in corruption investigation. The day of the launch, the main news commented about the print ad for “Pocketless Suit” as the main information of the day. In just a few hours it was spontaneously shared through different social networks, being trending topic all throughout the region.
ClientBriefOrObjective
Paraguay has been topping the ranking of most corrupt countries in the region (source: International Transparency).
Cases of abuse of position can be observed daily. One of the most outrageous is that involving Representative José María Ibáñez who despite having confessed the crimes of embezzlement and corruption hoped to evade justice and being charged.
"Robert" is the most iconic tailor shop in the country and well-known for dressing the main political leaders, but also for its social commitment. So it decided to take advantage of this context and send a message of dissaproval that helped raise citizen awareness.
Outcome
We turned the Pocketless Suit in a worldwide symbol against corruption. With a budget of $ 500 we generated $ 4,575,200 in Earned Media, reaching almost 55.000.000 people around the world (3.000.000 impressions).
12 daily covers.
Comments in more than 2000 Web Sites worldwide.
More than 85 minutes in channels such as CNN, BBC, NBC, Yahoo, O Globo, Clarin, TN, Infobae, Televisa, Telefuturo, Abc, RT, El Mundo, EFE, La Nación, amongst others.
We got orders and sent the Pocketless Suit to the Japanese, Argentine, French and Spanish market although the objective wasn’t to commercialize it.
Currently Representative Ibáñez is being processed for corruption.
Relevancy
The agency was set to attack the corruption problem by inventing a new product: The Pocketless Suit. We created a collection inspired in Representative Ibáñez, self-confessed author corruption crimes.
With an investment of $ 500, we launched the “Ibáñez Collection” by publishing a print ad in a specific newspaper, known to be specialized in corruption investigation only a few days after the scandal broke trough. The day of the launch, the main news commented about the print ad for “Pocketless Suit” as the main information of the day. In just a few hours it was spontaneously shared through different social networks, being trending topic all throughout the region until today. Nowadays the campaign is still being talked about.
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