Brand Owner: Polla Chilena de Beneficiencia
Category: Government/public sector
Date: April-June 2006
Media Agency: OMD
Other Agencies: IDB, Vertigo
Media Owner: JC Decaux
Media Channels: Outdoor, ambient
The brief was to launch a lottery and achieve at least five points of advertising top of mind and brand top of mind by the end of the campaign. The solution consists of two elements -- outdoor media first as well as the insight that turned the soundtrack of the ad into the perfect medium to promote the new game.
OMD took inspiration from a specially adapted version of the popular song "Quizas" used by the commercial and decided to familiarize consumers with the original. In the run-up to the launch it got key radio stations to play the original version of the tune and on the day of the campaign launch, it brought a band onto a range of TV shows to sing live, securing newspaper coverage.
Over the next few days the band also appeared on the streets, on buses and on subway trains singing the new Polla song.
To spread the message further, the Polla jingle was inserted into sensor-activated outdoor panels. In a media first for the market, the panels started playing the song every time someone walked past. The activity generated strong awareness and hit targets well ahead of schedule.
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