El Comercio: STUNT DOUBLES

Credits & Description:

Advertiser: EL COMERCIO
Agency: CIRCUS
Category: Publications & Media
Advertising campaign: STUNT DOUBLES
Copywriter: Charlie Tolmos (Circus)
Executive Creative Director: Juan Carlos Gomez De La Torre (Circus)
Media Planner: Laura Zaferson (Circus)
Art Director: Yasu Arakaki (Circus)
Account Executive: Aldo Gabilondo (Circus)
Account Manager: Martha Dias (Circus)
Media Manager: Pedro De Zavala (El Comercio)

Effectiveness
We had more than 500 calls asking for the job.All the people that called (more than 150) were quoted in a central place of the city to pass a really funny Action Stunt Course.They had to prove courage, braveness and acting qualities in front of our cameras.Then 5 finalist were chosen to shoot an Action Sequence that was aired online and nationwide. The mission was accomplished:The effectivity of Aptitus was proven using our own product as the media before the eyes of the whole country.

Execution
The implementation was simple too.We publish the classified ads looking for Stunt Doubles on Sunday for two weeks with a telephone number.We wanted to prove the effectiveness of the product using our own product as the media in a creative way.

Strategy
El Comercio needed to increase the advertising sales and the publications of Aptitus, their classified ad section oriented for jobs.The target was every person in Peru who is looking for a new job.So the mission was to prove the effectivity of Aptitus.The idea was very simple: Use our classified ads as the media.We publish a real classified ad looking for a job that actually doesn´t exist in Peru.Stunt Doubles.And see what happens.