Category: Corporate Image & Information
Advertiser: UNIVERSITY OF SAN MARTIN DE PORRES
Product/Service: UNIVERSITY
Agency: VOLVER D6 SAC
Creative Director: Gonzalo Figari (Volver D6)
Creative Director: Alberto Payo (Volver D6)
Creative Director: Otilio Gonzalez (Volver D6)
Creative Director: Marga Lainez (Volver D6)
Copywriter: Otiliio Gonzalez (Volver D6)
Art Director: Francisco Burga (Volver D6)
Art Director: Marga Lainez (Volver D6)
Account Director: Najibe Alarcon (Volver D6)
Planner: Paco Baro (Volver D6)
Media placement: Television - CANAL 33 - APRIL 24, 2012
Describe the brief/objective of the direct campaign.
It's our 50th birthday. But we don't want presents. Quite the contrary. We'd rather pay a special tribute to all the parents who have worked so hard to send their children to our university.
We contacted some of our former students, asking them to be our accomplices in giving them a very special surprise:
We awarded their parents a surprise diploma for having done everything possible so that their children could go to university.
This 100% authentic footage, filmed live, would form the basis of the university's anniversary campaign. Shining the spotlight on the ones who really deserve the credit.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We contacted hundreds of our graduates through Facebook, so that we could give a surprise tribute to the true heroes of USMP's 50th anniversary: their parents. With the help of their sons and daughters we awarded them an honorary diploma for all their efforts in sending their children to university, and with this footage we built our 50th anniversary campaign.
A heartfelt, emotionally charged campaign that would have a profound social impact.
Explain why the creative execution was relevant to the product or service.
This is the first time in Peru a University has recognised the great efforts of parents to ensure the future of their children. This made the parents proud and recognised with this award, signed by the authorities.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Since this is a production that was based on real reactions of parents, the general reaction was excitement for this recognition. There was a man who wept for how happy he was. The phrase that stands out from everybody was 'When they graduated, I graduated too'. As a campaign tied to the emotional, we touched the heartstrings of parents and their children, who were helping us give this surprise them.