The University of Engineering and Technology/ UTEC: Plant Lamp [image]

Credits & Description:

Agency: Fcb Mayo
Brand: University Of Engineering And Technology
Country: Peru
Advertising Agency: Fcb Mayo, Lima
Entrant Company: Fcb Mayo, Lima
Media Agency: Fcb Mayo, Lima
Pr Agency: Llorente & O. Cuenca, Lima
Production Company: Sangre, Lima
Additional Company: Sangre, Lima
Production Director: Alonso Palomino (Fcb Mayo)
Direction Assistant: Pedro Zamalloa (Sangre)
Art Director: Pietro Soldi (Fcb Mayo)
Copywriter: Richard Gervacio (Fcb Mayo)
Director: Antonio Sarria (Sangre)
Senior Consultant: Nami Cárdenas (Llorente & Cuenca)
Production Supervisor: Tomás Cortés (Fcb Mayo)
Account Executive: Ximena González (Fcb Mayo)
Executive Producer: Celia Barreda (Sangre)
Creative Director: Daniel Sacroisky (Fcb Mayo)
Junior Consultant: Giuliana Luyo (Llorente & Cuenca)
Chief Creative Officer: Humberto Polar (Fcb Mayo)
Btl Account Director: Sandra Goicochea (Fcb Mayo)
Chief Accounting Officer: Sandra Zarak (Fcb Mayo)
Senior Director: Diana Terán (Llorente & Cuenca)
Account Supervisor: Max Torres (Fcb Mayo)
Camera Assistant: Pedro Schmitt (Sangre)
Executive Creative Director: Flavio Pantigoso (Fcb Mayo)
Art Director: Daniel Tomazini (Fcb Mayo)
Post Production: Jorge Sabana (Sangre)
Editor: Rosana Samanamud (Sangre)
Copywriter: Silvia Angulo (Fcb Mayo)
Executive Producer: Fiorella Casanova (Sangre)
Sound Studio: La Sonora (La Sonora)
Campaign Description:
42% of the Peruvian rural population in the Amazon jungle area lives in the dark. Nature is part of the problem, because floods spoil the wiring, impeding the supply of electric power. A team of teachers and students decided to make nature be part of the solution and after four months of research and tests, they created the Plant Lamp, an alternative renewable energy generating system which uses what is most abundant in the Amazon: soil, plants and water. The elements in the soil inside the pot generate electrons that are captured through electrodes in a grid. This energy is stored in a conventional battery to light a LED light bulb. A first delivery of 20 Plant Lamps was distributed among families of the community of Nuevo Saposoa. Simple, practical and utilitarian, the Plant Lamp represents a dramatic change in quality of life for the inhabitants in the region.
Execution:
Keeping in mind a multi-platform communication plan, the development of the Project, carried out by UTEC students and teachers, was widely disseminated. For this purpose, press releases were made to inform about the university’s motivation in developing this type of innovation, its high social impact and the technical specifications of the prototype. After informing the media of the existence of the Plant Lamp, in-depth interviews were scheduled with the teacher in charge of the research team and students that took part in the Project. The prototype was shown during every interview in the different leading media rooms of the country. The communication plan executed in Lima, Peru started in September and ended in December 2015, with an approximate duration of four months.
Strategy:
Target:•Primary: High school students from different schools in Lima.•Secondary: Parents and public opinion in general.We not only generated communication pieces for UTEC spokespersons and informative ones for journalists and opinion leaders but we also made the Plant Lamp itself a powerful convening element for attracting prospects by taking it to schools and the media so it could be touched and tested. During the process of attracting prospects for the 2016 admission process, we not only got the teacher (showing our professors’ expertise) in charge of the Project involved but also the students who took part in it in the visits and lectures at various Lima schools. In addition, we managed to get the media actively involved as spokespersons for disseminating the initiative. Finally, we included opinion leaders acquainted with this matter so they could freely give their opinion about the project.
Outcome:
83 publications, specifically about the Plant Lamp. All of them had an 100% positive tone. Over US$ 668,000 in free press only in the national press.49% of impacts in the international media and in the most important news agencies worldwide. This positioned UTEC as a leading university and as an international pacesetter on research and development. 67% of impacts came from online platforms and allowed greater scope in the target.39% of impacts came from mediums considered as key by UTEC, which are closer to its stakeholders.Thanks to this campaign, the objective of reaching
000 prospects went up to 3,000; the Web traffic increased by 50.48%.Likewise, there was an 8% increase in young people’s interest to study engineering in Peru in comparison to 2014.
Synopsis:
Since 2013, UTEC, University of Engineering and Technology, has been inspiring young people to try new solutions for different real-world problems. This unique strategy has been able to successfully reach thousands of potential new Engineering students. However, UTEC is still a very young University in relation to other Universities, which are more than 100 years old. Therefore, UTEC must continue to work on building its brand promise (“Ingenuity in Action”) to give new proof that ingenuity, creativity and relevance make engineering the best option for young people who want to contribute real solutions to real problems in a country such as Peru.The objective was to attract
000 prospective students for the 2016 admission process, generate traffic and increase visits to our Website by 40% in comparison to 2015. The budget for the campaign was $365,000: $115,000 (production) and $250,000 (media: OOH, Digital, press, radio).