Entertainment > Branded Entertainment
BACK TO GARBARINO
LEO BURNETT ARGENTINA, Buenos Aires / GARBARINO / 2012
Awards:
Overview
Credits
Overview
CampaignDescription
The use of entertainment contents by brands is not common practice in Argentina, partly due to the new regulations imposed by the national government, but also by the low budget different brands work with at the time of funding their campaigns. That is why, in this case, we have found a chance to work with the brand. Our brand is a technology dealer, and day-by-day technology and entertainment are becoming more closely related, which makes this strategy even more relevant.
Effectiveness
Problem:Garbarino is the largest electronics chain in Argentina. However, in a market where most competitors sell the same products, how does it re-establish itself as the most future-facing brand in the country?The strategy:A technology dealer is always at the forefront. It sells the future. However, the leader of the dealers is the Future. This is so much the case that when professor Emmett Brown programs his Time Machine to travel to the Future, he does not only trespass the screen into our reality, but also ends up smashed into one of Garbarino’s stores.Execution:1. One day at daybreak the Time Machine from the very famous trilogy ‘Back to the Future’ smashes into a company’s city store.2. Immediately, a video starts spreading around on the web where, through a home footage, it can be seen how the Time Machine appears physically on the street. It crashes at a high speed and ends up inside the store. We can watch the emblematic professor Emmett Brown (Christopher Lloyd) getting out of the car.3. The event is covered by the mass media, namely radio, press and TV. They even showcase the video about the crash on their shows.4. A press conference is called up, where Professor Brown explains that he has programed his Time Machine to go to the Future, and ended up smashed into Garbarino’s store. He also states that he is willing to become the image of the company’s campaign to make up for any damages.5. TV and press campaign launch, having professor Brown as the main star.
Implementation
The audience was captivated since the idea made the fiction, embodied by the character Emmet Brown (Christopher Lloyd), the famous professor of the saga Back To The Future, real. The campaign was deployed slowly, so the public was able to experience and take part in it daily. With more than 3m views on YouTube in 1 week, thousands of fans arriving at the store to look at the car, and the coverage given by the national and international media, and social networks confirmed the entertainment level the brand campaign created on the audience.
Outcome
•Impacts in all mass media in the country.•Impacts on more than 1,000 worldwide online sites, including news portals such as The New York Times.•No.1 TT on Twitter for over 48 hrs.•Over 1,000 comments + 10,000 ‘likes’ on Facebook.•3m plays in YouTube in one week.•Most Viewed, Top Rated, Top Favourites on YouTube.
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