Design and conceptualization of the campaign With you at every step, GOLD Winner at the NOVA Advertising Awards 2010.
OBJECTIVE
Esperanza Organization is a recently launched funeral products and services company in Bucaramanga. The objective of this campaign was to generate visits to the site www.contigoacadapaso.com, a brand’s web space created to prepare and accompany its potential clients to face a reality as difficult as it is inevitable: death (both their own and that of a to be loved).
SOLUTION
1.For the first time, the obituary section on the front page was used to set the announcement of a death for different purposes, in our case inviting us to reflect on the importance of being accompanied in such difficult moments.
2. The notices were signed by a web address: www.contigoacadapaso.com
3.The website was created as a place of support, help, preparation and accompaniment to face that difficult moment step by step. Only in the second phase of navigation the brand was presented.
4.Sections were created to comment on cases, share them, register for specialized talks, contact professional help and recommend it to other people. WHAT WAS ACHIEVED?
Creatively innovated in the use of the press, intervening in a relevant and respectful way the obituary section.
Due to the difficulty of advertising in this category, where consumer studies detected a “voluntary ignorance” on the subject … Because nobody likes to talk about death.
We broke that paradigm and got visitors to share their experiences, recommend the site and sign up for specialized talks, achieving an interactive experience with the brand. The results were surprising: as of the launch of these press ads, we managed to increase interactive experiences with the brand by more than 920% and we managed to get each visitor to browse an average of 23 minutes per session.
WHAT WAS THE CONTRIBUTION OF THE MEDIA TEAM?
Achieve a negotiation with the local media (Vanguardia Liberal) to intervene in a section never used before for commercial purposes, highlighting in a special location on the first page, the one with the highest readability according to EGM standards.
More information:
Santander se quedó con el oro en premios Nova a la publicidad
DECEMBER 4, 2010