Brand Experience and Activation > Product/Service
LOS REYES
SANCHO/BBDO, Bogota / RCN TELEVISION / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Using their new soap opera “Los Reyes” (a Beverly Hillbillies kind of story), RCN wanted to break all the records in first day audience for a primetime soap opera in Colombia; doubling their stagnant 7 rating points, to the magic number: 14.
Execution
The whole concept behind this campaign required a multi-leveled display of extravagant behaviour by the Reyes family, inviting people to discover who they were on the show's premiere episode. From TV commercials showing the first bath of their baby boy, free serenades in buses, to a wild shopping spree that included the national stadium. This integrated promotional implementation activated audiences in ways never seen before, creating an unprecedented buzz around a family that surprisingly, no one knew.
Outcome
The desired effect was achieved. The whole country, including the press, wanted to know who the Reyes family was: 1. Name activity provided free exposure and skyrocketed frequency. 2. Bedtime spots at no extra cost had 20% more viewers.3. RCN´s rating increased 190%, from 7 to 21 points, a historical record.
4. RCN became audience leader - 60% share.
5. Press coverage multiplied by 20 the money invested.
Relevancy
Insight: Colombia is a poor country where everyone wants to be rich. Our strategy “portrayed” a mysterious poor family that suddenly became rich and did most of the extravagant things that people dream of doing if they were rich, generating countrywide curiosity and huge ratings on the show's premiere. Media and field implementations touched audiences with a consistent message on many levels, creating an unprecedented buzz around a family that surprisingly, no one knew.
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