In circumstances in which Peru was the country with the world's worst response to the Covid pandemic and poor government reaction, a citizens' movement took the initiative to galvanize the efforts of the private sector to launch a strong message of awareness, unity and action to fight the virus, stirring the national spirit to adopt the most practical measures, putting an entire country on the fight and recruiting thousands of volunteers for the cause. For that, we made an innovative use of already deceased influencers, with the collaboration of the media and the most reputed private companies of the country.

In Peru, last year was particularly fateful due to Covid.

It was the country with the most deaths per capita (summing up a total of 200.000), with the worst response to the pandemic.

Additionally, there was a notorious lack of communication from the government to raise awareness and to guide the people in order to adopt sanitary measures.

Under these circumstances, the brief asked to come up with an original idea that could stir the whole society conscience around the common goal of defeating the virus through unity, awareness and respect for health measures, as well as to recruit volunteers for the cause of the movement, both individuals and companies.

"Perú Te Quiero” (Peru, I Love You), a citizens’ movement created to fight against the pandemic, galvanized and put the most reputed private brands of the country to work together in a national effort to sponsor, support and bring back to life three local celebrities, colossal influencers who passed away long ago, so as to convey the message: "don't join us yet -there will be time for that".

By using deep fake technology, we resurrected:

- Miguel Grau, Grand Admiral and greatest national hero, declared “Peruvian of the Millennium”.

- Chabuca Granda, the most universal of all Peruvian female singer-songwriters.

- Daniel Peredo, the sports voice of a country that was returning to a soccer World Cup after 36 years, but whose premature demise prevented him from narrating it.

All three came back to ask all Peruvians NOT to join them.

• Insight:

To beat the virus, we have to stand together.

And to stand together, we must be alive.

• Key message:

"Don't join us yet. There will be time for that".

• Target audience (consumer demographic / individuals / organisations):

2 audiences:

Men and women aged 18 nationwide, with an interest in collaborating voluntarily to improve the situation in the country.

Companies and organizations from Peru's 25 regions committed to improving the country's situation through unity and solidarity.

• Creation and distribution of assets:

TV spots, Online films, Radio ads, Billboards, Social Media Posts, Influencer Outreach, press releases, press interviews and coverage nationwide especially in newspapers, tv magazines, radio.

The PR execution was based on generating a lot of conversation around the launch of the movement, finding spaces for television and press where Peru Te Quiero could be exposed. At the same time citizens, companies and organizations were invited to participate and join.

There were spokespersons from public management, business, politics, culture and NGOs.

The strategy had 3 stages:

Stage 1 Awareness: Movement was launched through the Peru Te Quiero social networks with different spokespersons, participating companies and members of the Advisory Committee.

Stage 2 Awareness/Consideration: After two weeks, the advertising campaign is launched with the main referent Miguel Grau, the Peruvian of the Millennium, by an important group of influencers from the business world, entertainment, athletes, public management. TV spots, Online films, Billboards, Social Media Posts, Influencer Outreach.

Stage 3 Consideration/Conversion: Chabuca Granda and Daniel Peredo came out and many citizens voluntarily enlisted on a national scale.

Reach: More than 9 million people impacted ORGANICALLY in a 33 million country.

Engagement: A conversation ratio of 4.6 %

Positive and neutral sentiment of 70 %.

Earned media of USD 640.000, a huge amount for local parameters.

Volunteers enlisted: 3255.

Companies and organizations enlisted: 377.

Media: Media as important as Latina TV and Corporación Radial del Perú were able to donate advertising space.

Free broadcast valuation in Latina TV: USD $ 312,000

Free broadcast valuation in Corporación Radial del Perú and its multiplatforms:

8 radio stations, 20 days, 8 daily hits, total 1,280 ads, 38,400 seconds, advertising at market value almost S/ 400,000.

SOURCE: ©Tracker de impactos de Llorente y Cuenca, oct-dec 2021