Description
Context:
In September, we celebrate our country's Independence Day, a time when advertising offers skyrocket with unbeatable, one-of-a-kind prices—especially in the categories of telecom companies and alcoholic beverages. However, while prices drop, another figure rises during this month: the number of traffic accidents caused by cellphone distractions and drunk driving.
Idea:
Because behind every great offer, there can be an invaluable cost, we decided to turn these promotions to our advantage. To do this, we tracked the TV ad schedules of various brands promoting alcohol and mobile phones, then strategically placed our ads right after the fine print of their commercials.
Results:
Four major brands joined the cause, airing our ads immediately after theirs—completely free of charge.
Campaign exposure increase: 300%
Media placement value: $1,200,000,000
This professional campaign titled 'Behind the Offer' was published in Chile in September, 2024. It was created for the brand: Gobierno de Chile, by ad agency: FRI. This Film medium campaign is related to the Media industry and contains 2 media assets. It was submitted about 2 months ago by Andrés of FRI.
Credits
Agency: FRI
Film Producer: Fabula
Client: Gobierno de Chile
CCO: Andrés Díaz
Head of Art: Marco Calderón
Account Director: Eli López
Copywriters: Javi Ortega - Vanesa Araya
Art Directors: Fran Querccia
Graphic Designers: Omar Ballut - Juan Poblete
Head of Motion: Luis Gajardo
Motion Designer: Diego Riveros
Account Executive: Javiera Aldoney
Social media: Valentina Calderón
Planner: Julio Irribarra.
