Advertiser: GRUPO IMAGENES URBANAS
Agency: DON'T STOP ME NOW JWT
Category: Best Integrated Campaign Led by Direct Marketing
Chief Creative Officer: Federico Ahunchain (Don't Stop Me Now - JWT)
Co-ordinator: Isabel Chinchilla (Don't Stop Me Now - JWT)
Head Of Office: Victor Garcia (Don't Stop Me Now - JWT)
Graphic Production: Wilson Flores (Don't Stop Me Now - JWT)
Head Of Art: Daniel Juarez (Don't Stop Me Now - JWT)
General Co-ordinator: Jennifer Noriega (Don't Stop Me Now - JWT)
Implementation
We planned a tour visiting the world´s largest museum spread all over the city. The frames: All the billboards our client commercialized. Our invitation to the event was to attend to a private trolly tour. Our target happily visited a unique photographic exhibition, while we get to show them our billboard park. At the end of the event, we gave our guests postcards with the best pictures of the collection, an invitation to the new website, where they could virtually revisit the tour and make online reservations.
Client Brief Or Objective
Urban Images Group is a small exterior billboard company that needed to stand out from bigger competitors with better range, diversity and high budget campaigns. So, how do we get advertising agencies, media centrals and advertisers to notice us? We needed to create something unique to have our target audience's attention, that's how the first city´s macro photo exhibition was born: Urban Images 2012. The most recognized photographers of Guatemala were glad to collaborate with their work, the topic was urban images of Guatemala, an excellent topic to highlight our brand.
Execution
The first macro photo exhibition was the way that we could, for an entire month, stand out in the overcrowded exterior advertising of our city. The campaign was costless for our client, they only had expenses of impression and assembling the photographes on their own billboard, however it became very popular with its audience during the whole year.Our small client turned into big news and finally more than 80% of its audience agreed for the first time to visit their billboard park.
Outcome
The campaign spread spontaneously by its own audience. Advertisers, designers and everyone related took it from the street to the network. The exposition showed up in paper covers and important editorial columns among others, achieving more than $100,000 in free media exposition. The webpage received 500 online reservations in the first week.Our small client became breaking news and more than 80% of our clients happily visited our billboard park.