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2'45" Without Breathing

2'45" Without Breathing | BBVA | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 788x1536px
基本信息
行业: 金融与法律服务
媒体:网络
投放:哥伦比亚
风格: Minimalism
说明cnen
Synopsis
On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. We needed to create a press ad that could take this achievement to the largest number of people in the country.
Strategy
Our target was the entire country, that is why we decided to impact them in a widely-circulated newspaper, with a conventional but innovative ad to have a viral effect on social media.
Relevancy
This work is relevant for the category because a traditional print ad, with a simple text, triggered direct interaction with millions of people to get involved with a sport that was unfamiliar to them, so they could acknowledge the new world record, achieved by a not very known Colombian athlete, sponsored by the brand.
Outcome
1,9 MM readers in 24 hours +16 MM impressions on social networks in just a weekend Trending topic for an entire day Free press about the ad
Execution
We published a single ad in the most important newspaper in the country, on a Sunday, the day when this media is the most circulated. The call to action of the ad challenged the people to upload a picture to their social networks showing how far they could read holding their breath in, with the #BBVAconSofia. To support this action, we also published on our Facebook page a post that invited the people to buy the newspaper to get the ad and accept the challenge. Many people did and challenged more people. This is how a simple ad, turned an unknown record of an unknown athlete, in a record that an entire country shared.
CampaignDescription
We published an ad that takes to be read the same time Sofía spent under the sea to achieve the world record. Then we challenged the people to read it holding their breath in and upload a picture to their social networks showing how far they had read, to compete with their friends.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
铜奖 直效
Copywriting
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