Tulipan: 2011 ERECTIONS

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: KOPELCO

Product/Service: TULIPAN

Agency: Y&R BUENOS AIRES

Executive Creative Director: Martin Mercado (Young & Rubicam Argentina)

Creative Director: Martin Goldberg (Young & Rubicam Argentina)

Creative Director: Diego Tuya (Young & Rubicam Argentina)

Creative Director: Dario Rial (Young & Rubicam Argentina)

Copywriter: Nicolas Massimino (Young & Rubicam Argentina)

Art Director: Nicolas Ochoa (Young & Rubicam Argentina)

General Accounts Director: Eugenia Slosse (Young & Rubicam Argentina)

Account Director: Agustin Coste (Young & Rubicam Argentina)

Agency Producer: Fernando Costanza (Young & Rubicam Argentina)

Retoucher: Daniel Romanos (Young & Rubicam Argentina)

Retoucher: Gaston Cardozo (Young & Rubicam Argentina)

Photographer: El Negro Pizzorno

Media placement: Direct Marketing - Post Cards - Buenos Aires (Ciudad Universitaria, Facultad De Medicina, Fecultad De Economia, Etc) - 20 September 2011

Media placement: Print Ads - 2 - La Razon Newspaper - 21 September 2011

Media placement: Billboards - Palermo - Recoleta - Monserrat Circuit - 19 September 2011



Describe the objective of the promotion.

Every year in spring time, Tulipan promotes safe sex and pleasure, since it is a time when the temperature rises and love blossoms.

This campaign was targeted at all the young people, who in the springtime, went out massively to the streets to enjoy the sun and to interact with each other.

This last spring was different since it overlapped with the 2011 presidential elections in Argentina, the centre of attention in the country.

Taking advantage of the country's focus on politics we got involved with the issue but from a new approach, getting the attention of our target audience.



Describe how the promotion developed from concept to implementation.

Taking this context into account, we launched the 'Erecciones 2011' (2011 Erections) campaign, which consisted of plastering the entire city of Buenos Aires with a series of political posters. They all had a very similar layout and aesthetic concept as the typical political posters of Argentina, but unlike the real ones, these had fictitious characters and the message of each poster was linked to sex and the brand in a humorous tone. For instance: 'you and I do it together'.



All these posters responded to the same concept: 'In the springtime, we are all candidates'.



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

Like in a typical political campaign in Argentina, we used activation as one of the main media to spread a message. This method served us to reach the pedestrians at the time they were invaded by similar political messages which helped us catch their attention.



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

After placing the billboards on the street, they soon appeared in the web and social networks. Thanks to the massive online repercussion, the campaign was also covered by the main media in the country, and was named the Best Political Campaign in the country by the most important national newspaper.

The response was immediate: people supported one candidate or another through the use of social networks, spreading the message quickly and making it last throughout the entire political campaign.

We took advantage of the country's political context and the audience positively received the sex proposals promoted by the Tulipán candidates.