Hasta La Creative!

RESULTS AND EFFECTIVENESS
The client was surprised by the results of the campaign. UTEC applications in 2013 increased considerably; they were up by 38% from the previous year. That means that students got the message. In addition, the billboard is helping hundreds of families that didn’t have access to pure drinking water. We produced more than 9450 liters of drinkable water in 3 months.

CREATIVE EXECUTION
For this type of campaign the media team understood that the selection of the location was fundamental to the success of the project. The location should include aspects such as: high-impact, high traffic and good visibility. And the most important factor to consider in this project was that the billboard has to be in a desert area, whereby the lack of drinking water is a huge problem. We found that Bujama, a district located south of Lima, was the ideal place. Coinciding with being not only a desert area, the city is also situated next to the highway where thousands of young students drive- through during the summer season to go to the beaches. Since it was a low-budget campaign the principal medium used was the billboard, but the idea spread with lots of spontaneous publicity in every media. So, we were able to get young people to notice the billboards.

INSIGHTS, STRATEGY AND THE IDEA
With the application period for 2013 nearing, UTEC, The University of Engineering and Technology, needed a solution to get students interested in applying for the engineering programme. Nowadays, getting a teenager’s attention is quite difficult even for brands in the entertainment industry like PlayStation – and so, imagine being an Engineering University trying to gain interest from youths. The University of Engineering and Technology believes the world can be changed through engineering, so we decided to start by changing our city. To attract students’ attention during the application period and having in mind that Lima is the second largest desert capital in the world (so the lack of drinkable water is a huge problem) UTEC and the agency designed and built a special billboard: ‘THE WORLD’S FIRST BILLBOARD THAT PRODUCES POTABLE WATER OUT OF AIR.’

Advertising Agency: Mayo DraftFCB, Lima, Peru
Art Director: Juan Donalisio
Copywriter: Alejandro Aponte
Creative Director: Juan Donalisio, Alejandro Aponte,
Chief Creative Officer: Humberto Polar