MERCADEO Versión en español
Ana Karina Da Silva From LAPIZ: The Reach of Tequila Cloud is The Result of Organic and Collective Curiosity
Manuela Walfenzao| 12 de mayo de 2017
La agencia hizo llover tequila
Ana Karina Da Silva, Copywriter at LAPIZ, said in an interview that part of the success of the piece Tequila Cloud, for the Mexico Tourism Board, is based on the synergy that existed between all the departments of the agency and the client. “We presented three incredible ideas and the one that was chosen was the most complicated to carry out, which reflects the client’s trust in the agency. We pushed the bar very high and that brought us long-term benefits. Some companies contacted LAPIZ because of the cloud and their interest in creating projects with similar impact. Other big events want to use the cloud in the future.” Da Silva highlighted that the cloud was amazingly received in social networks, since the audience was surprised with the use of science and art to create this installation. The Huffington Post published a review of the piece only two weeks after its launch. After, the big U.S. media published articles and it soon went viral. “People shared the news 120 thousand times on social networks. The news went viral in more than 50 countries, exceeding our initial goal of positioning Mexico in Germany during the winter” he added. “The cloud generated 473 million impressions (US$4.7 million in earned media) and our budget in ad spend was only US$60 thousand. The reach of the cloud was the result of organic and collective curiosity.”
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