Mabe: WATER FOR EVERYONE

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign

Advertiser: MABE

Product/Service: AQUASAVER

Agency: Y&R COLOMBIA

Chief Creative: Mauricio Rocha (Young&Rubicam)

General Creative Director: Tito Chamorro (Young&Rubicam)

General Creative Director: Victor Osorio (Young&Rubicam)

General Creative Director: Julian Jaramillo (Young&Rubicam)

Creative Director: Juan Camilo Valdivieso (Young&Rubicam)

Creative Director: Oscar Muñoz (Young&Rubicam)

Creative Director: Julian Nuñez (Young&Rubicam)

Copy: Juan Camilo Valdivieso (Young&Rubicam)

Copy: Julian Nuñez (Young&Rubicam)

Copy: Diego Suarez (Young&Rubicam)

Art Director: Maria Fernanda Pinzon (Young&Rubicam)

Art Director: Gerardo Torres (Young&Rubicam)

Art Director: Paola Avellaneda (Young&Rubicam)

Art Director: Oscar Muñoz (Young&Rubicam)

Media placement: digital - facebook - 22 July 2011

Media placement: Ambient - STREET - 22 July 2011



Describe the objective of the promotion.

Mabe launches AquaSaver, a new washing machine that saves up to 120ltrs on every cycle, 60% more than other washing machines.



Describe how the promotion developed from concept to implementation.

The idea was turning a virtual water saving chain into a real solution for a population in need of this resource. We created “='water for everyone', a virtual water saving chain that invited Colombians to turn each Facebook 'like' into real water. And then, we transported all the water saved by the virtual chain to San Pedro Consolado and 4 other towns lacking this important resource.



Explain why the method of promotion was most relevant to the product or service.

With effective communication on the product´s benefits we were able to impact actual and potential consumers, bringing them together to join a common cause; different from the usual topics of tradition and environment.



Describe the success of the promotion with both client and consumer including some quantifiable results.

- In just 2 weeks, more than 15,000 people joined Water for Everyone.

- We gathered 2m litres of water, enough to help 4 towns: San Pedro Consolado, Palmira, Altos de la Florida and Vereda Llanaditas.

- With a campaign endorsed by a private brand, we were able to create awareness of this resource and communicate that water is for everyone.