Reviving a Pop Hit to Build a Brand

OMD Promotes Chile Lottery With Band's Help

Published on .

Brand: Polla
Brand Owner: Polla Chilena de Beneficiencia
Category: Government/public sector
Region: Chile
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.
A band appeared on TV shows, on the streets, on buses and on subway trains singing the new Polla song.
A band appeared on TV shows, on the streets, on buses and on subway trains singing the new Polla song.

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.

~ ~ ~
Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
In this article:
Most Popular