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Substitute workers

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

We did an unimaginable Word to Mouth idea that nobody was expecting. Many people decided to send their Resumes (CV) in our video, saying they would love to work in Laive. Besides that, a lot of people said that the action was fake, and before we could answer, our workers replied for us saying “Hey, my substitute is the reason why I watched the match, so leave it.” They protected Laive.

Background

After 36 years, Perú was back in the world cup. People went crazy, some even sold their cars just to travel and see their national team for the first time against the world. For the ones who stayed, the thing was that, because of the time zone change, the matches were on labour days and hours.
We were asked to make an idea for the world cup in which we demonstrate Laive’s Slogan “Live More” (Vive Más). So, the objective was to do something, but different, since almost every brand had already a TV commercial or something.

Describe the creative idea (20% of vote)

The idea was to make the first line up ever, made by foreigners from countries that didn’t qualify to the World Cup and live in Peru. A team that don’t have anything to do during those matches, except to replace every Peruvian in Laive’s Factory that was supposed to stay in the production line to keep the factory going while the rest of them watch the matches. A job that can’t have any distraction since they can get hurt.
This was an idea nobody could ignore in Peru, since everyone had for a moment that nightmare of not being able to watch the matches because of their job. Only that… most of the people found a way that a daily factory couldn’t.

Describe the PR strategy (30% of vote)

Everyone in Peru feel the fear of having a problem that wouldn’t let them watch the matches, that would keep them away from their dream of Peru in a World Cup, this is our insight. And this is not a way to Live More, this goes against our message, against our purpose; so why not think a way to materialize our message in our own company and let our workers live their dream without destroying our production.
That’s why we had two audiences: our workers, as the receivers of the idea, the ones who lived their dream; and Peruvians who had the chance to see that people in Laive lived their dreams, we don’t know what happened in the other factories, but here we live more, and we keep our products great.

Describe the PR execution (20% of vote)

The first thing we did was to hired a Head Haunter to recruit people with specific needs like: “countries that didn’t qualify to the World Cup”.
We took them to the factory after their capacitation and surprise our workers with their substitutes while we record everything.
We run for an entire day to finish the video and put it on Facebook as soon as the games ended, from that moment, the comments came. We celebrate the good ones, and while we think what to do with the bad comments about its authenticity, our employees start sharing and answering everything. They told everyone that this action was real and that they watched the WC because of it. After that, people start asking us in the video for job opportunities, so we opened a link for submissions.
They want to work in a company that really wants you to live more.

List the results (30% of vote) – must include at least two of the following tiers:

More than 700k views in the first weeks
More than 2,5 million impressions in the first week
More than a thousand shares in the first week
+20 Unexpected Resumes received from Peruvians and Foreigners
+40 Laive Workers replaced for the match and living their dreams
+40 Foreigners hired for the games
1 Whole factory cheering after a 36 year wait

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

36 years without a World Cup… we are talking about many generations that have never seen their country in those albums and matches, generation that sweat and live for our futbol. Generations that screamed like crazy ones when we finally classified, and generations that sweat again… but cold from the fear when they realized that the schedule change because of the time zone would make the first-round matches be in labour days and hours. That’s when we asked our self’s who can’t escape from work or watch it on a phone? That’s a factory worker, because it’s dangerous, and the factory can’t stop with something that wasn’t planned.
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awards
Cannes Lions International Festival of Creativity 2019
Bronze PR
Social Behaviour & Cultural Insight
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