Pacifico Seguros: #EfectoCeroPuntoCinco [image]

Credits & Description:

Title: #Zeropointfiveeffect
Agency: Tribal 121
Brand: Pacifico Insurance
Country: Peru
Entrant Company: Tribal 121, Lima
Advertising Agency: Tribal 121, Lima
Media Agency: Mediavest|Spark, Lima
Production Company: High End, Lima
Additional Company: Pacifico Insurance, Lima
Chief Creative Officer: Gonzalo Calmet (Tribal 121)
Creative Director: Lucas Bargen (Tribal 121)
Head Of Art: Tomas Perrin (Tribal 121)
Art Director: Sharuko Ayras (Tribal 121)
Copywriter: Eduardo Delgado (Tribal 121)
Copywriter: Ricky Carmona (Tribal 121)
Art Director: Jesus Carhuapuma (Tribal 121)
Copywriter: Rodrigo Santana (Tribal 121)
Art Director: Italo Fierro (Tribal 121)
Planner: Carolina Zamolo (Tribal 121)
Planning Director: Benjamin Edwards (Tribal 121)
Account Executive: Diana Paz (Tribal 121)
Account Executive: Roberto Gamio (Tribal 121)
Marketing Director: Ricardo Mulanovich (Pacifico Insurance)
Marketing Manager: Vanessa Ratto (Pacifico Insurance)
Marketing Manager: Susana Gutiérrez (Pacifico Insurance)
Marketing Manager: Daniela Vinatea (Pacifico Insurance)
Production Manager: Monica Mendoza (Tribal 121)
Sound Design: Diego Dibos (Diego Dibos Soundlab)
Relevancy:
Display banners, specially in Youtube, play a really annoying role in people lives. They interrupt what you are trying to see, without the possibility of any interaction or fun. We changed that. We created a traditional simple display banner, that encouraged people to have fun with the medium AND the content they were about to see, while gathering important information about alcohol abuse prevention, one of the biggest problems in Perú, which is the third country with more deaths due to this issue.
Synopsis:
Situation: Peru is the third country with the highest rate of road accidents due to drunk driving and, according to the World Health Organization, it is the third in the region in alcohol consumption. A study conducted through Google indicates that Peru is the country with the greatest penetration of YouTube in Latin America.Brief & Objectives: Raise awareness about the effects of drunk driving with a massive reach in youtube platform, but with a very limited budget.
Outcome:
-With just a click, we were able to show how drinking alcohol may affect physical, motor and psychological ability when driving.-27.000.000 digital impressions (Approximately 73% of Peru's entire population)-Trending Topic in Peru-Hundreds of user-generated videos-We created a FUN campaign in a very "BORING" category, positioning Pacifico Seguros specially with millennials, which are some of the most affected by this issue. -We raised awareness about one of the most important causes of deaths in Per. A very important issue specially for an insurance company that is not only responsible for taking care of it's clients in case of an accident, but also to prevent them to happen.
Execution:
During a week, we placed the banner in the most popular videos of YouTube, making famous people like Messi, Obama, pope Francis, and the most popular youtubers such as SoyGerman work for our campaign for free. Influencers spread the word about the campaign with the hashtag #EfectoCeroPuntoCinco (#ZeroPointFiveEffect), making it into a trending topic in Peru.
Campaign Description:
In Peru, as in many countries, the allowed blood alcohol limit to drive is 0.5 g/l. From that level up, the driver’s reactions are impaired and risks of suffering an accident multiply. In order to generate awareness about this fact, we created a banner that invited the people during the video playback, to interact with the platform of YouTube using a function that has always been there but very few use: playback speed slow down to 0.5. In a very fun way, this function, when slowing playback speed down to 0.5, makes anyone speaking in the video act very much like a person under the influence of 0.5 g/l of blood alcohol.
Strategy:
We then placed the banner in the most popular videos of YouTube, making famous people, like Messi and Obama, work for our campaign for free. At the same time, we invited the audience in social networks to create their own videos with the #ZeroPointFiveEffect. Very soon, everyone was talking about the campaign. Celebrities and opinion leaders added to the campaign, turning it into a trending topic. In just a few days and with minimum investment, we achieved more than 27 million impressions and, above all, we managed to raise awareness among the audience in an unconventional and fun way, in a segment that always calls for gravity.

Country: Perú
Agency: Tribal 121
Advertiser: l alcohol de Pacífico Peruano Suiza
Brand: Concientización sobre los efectos