The University of Engineering and Technology/ UTEC: 1200 TREES-LIKE PURIFYING BILLBOARD

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct response print or standard outdoor, including inserts
Advertiser: THE UNIVERSITY OF ENGINEERING AND TECHNOLOGY
Product/Service: ADMISSION 2014
Agency: FCB MAYO Lima, PERU

Client: THE UNIVERSITY OF ENGINEERING AND TECHNOLOGY
Product: ADMISSION 2014
Entrant: FCB MAYO Lima, PERU
Type of Entry: Use of Direct Marketing
Category: Direct response print or standard outdoor, including inserts
Entrant Company : FCB MAYO Lima, PERU
Advertising Agency : FCB MAYO Lima, PERU
Media Agency : MEDIA CONNECTION BPN Lima, PERU

Chief Creative Officer: Humberto Polar (FCB Mayo)
Creative Director: Juan Donalisio (FCB Mayo)
Art Director: Keni Mezarina (FCB Mayo)
Copywriter: Rafael Garcia (FCB Mayo)
Copywriter: Renato Farfan (FCB Mayo)
Account Director: Valeria Malone Lo Presti (FCB Mayo)
Video Editor: Juan Pablo Ezeta (FCB Mayo)
Video Editor: Rodrigo Tovar (FCB Mayo)
Video Editor: Geoffrey Yahya Vargas (FCB Mayo)
General Manager: Gloria Herrera (Media Connection BPN)
Media Planner: Rafael Gutierrez (Media Connection BPN)
Media Supervisor: Jessica Arismendiz (Media Connection Bpn)
Consultant: Juan Christmann (All Awards)
Audio: Willy Wong (La Sonora)
Audio: Alonso Del Carpio (La Sonora)
Video Edition: Plan B (Plan B)

Describe the brief from the client:
Due to its growth, the Engineering and Technology University decided it was time to build a new campus, a more modern and environmentally friendly one. The location determined for this new campus is Barranco, a multicultural, artistic district that attracts young people.

The strategy of the campaign was to publicize this campus, coinciding with the 2014 admission period. This communication will continue, using UTEC’s slogan about how ingenuity in action can change the world.

Creative Execution:
It was important to put up the billboard on the construction site of the new campus so we could demonstrate that UTEC is putting ingenuity in action, showing that construction can be done responsibly.

The billboard can produce 200,000 m3 of oxygen per day for a 5-block radius, which is very beneficial to construction workers and area residents.

The idea is an excellent opportunity to continue demonstrating that with “Ingenuity in Action”, it is possible to change the world. It demonstrates this with a real-life example by building its campus without polluting the environment.

Creative Solution to the Brief/Objective:
Considering that in Lima there is a lot of pollution, which is on the rise due to a large number of construction projects. This causes a number of respiratory diseases. And since UTEC is now building the new campus,this problem affects both construction workers and area residents.

The idea was to put up a billboard on the construction site of the new UTEC campus that could absorb the dust and pollution there and emanate pure oxygen.

Results:
As soon as the billboard was put into operation, it attracted national and international media attention, receiving coverage in the digital and print press, which was a boost to the university’s 2014 admission campaign.
In summary, this campaign successfully crowned the dissemination of the 2014 admission process, as the number of applicants increased 24% compared to the preceding year.

Most importantly, once again, potential students saw UTEC as a university that uses real-life examples to demonstrate that engineering is behind everything, and that through it, we are all capable of changing the world.