CÁMARA DE INDUSTRIAS DE GUAYAQUIL: DINAMO

Credits & Description:

Category: Ambient Promotion: Small Scale

Advertiser: CÁMARA DE INDUSTRIAS DE GUAYAQUIL

Product/Service: PROGRAMME ENVIRONMENTAL INDUSTRY

Agency: VERITAS DDB

Date of First Appearance: Sep 29 2009 12:00AM

Entrant Company: VERITAS DDB, Guyaquil, ECUADOR

Entry URL: http://www.cig.org.ec

Art Director: Luis Campoverde (Veritas DDB)

Creative Director: Cesar Sepulveda (Veritas DDB)

Redactor: Ricardo Martinez (Veritas DDB)

Art Director: Marcelo Astudillo (Veritas DDB)

Account Manager: Manuel Ignacio Gomez (Fleishmann-Hillard Ecuador)

General Creative Director: Dante Rossetto (Veritas DDB)

Media placement: Guerrilla - Indoor - 27 August 2009



Describe the objective of the promotion.

To commemorate its LXXIII anniversary, the Chamber of Industries of Guayaquil (CIG) held an event on Thursday August 27 2009 at the Hotel Hilton Colon in the city.

In the context of this event client asked us to develop grapic material to invite CEO´s and General Managers to enroll their companies in an Environmental Responsibility Programme at the website of the Chamber of Industries of Guayaquil.



Describe how the promotion developed from concept to implementation

After analysing the request and brief we concluded that we need more impact than just banners and brochures. In the midst of a cocktail the importance of this programme could go unnoticed. We find that in a celebration event the most visited place after the bar is the restroom, The more you drink the more you go.
So we propose to use the restroom as a media, installing in the urinals a windmill connected to a dynamo.
The dynamo generates energy through the movement produced by the urine, lights a bulb located in a poster inviting to visit the website.



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

- Talk value at the event
- 29 companies, including the country's largest, were enrolled in the Industrial Environmental Responsibility Programme and are currently revamping its technology and management
waste in a responsible and environmentally friendly way
- Positive feedback in news media and website



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

We have to be visible and generate impact getting the prospect to think about the programme and the energy. The target works with energy in their industries. So if we demostrated to them that even going to the restroom could produce energy, there is a lot of actions that could produce energy in their industries.
The tag was:
even the less useful thing can generate energy.