MERCADEO Versión en español
LAPIZ changes the presence in networks during the World Cup with #SendBadLuck
Manuela Walfenzao| 27 de mayo de 2015
LAPIZ, the US Hispanic agency, managed to differentiate the insurance brand Allstate from the rest of the brands with their social network strategy during the Soccer World Cup in 2014. The campaign was titled #SendBadLuck. Instead of encouraging fans to send their team good wishes, they created a character on Twitter with the account @SoyLaMalaSuerte (I am bad luck). They made more than 300 videos in real time, where they showed how this character managed to make players make mistakes, thus fulfilling fans petitions for the opposite team to lose. The initiative went viral. During each game they sent thousands of tweets for bad luck. This campaign will compete in the 2015 Cannes Festival. The idea was developed thanks to the effort of Laurence Klinger, CCO of the agency; Fabio Seidel, SVP and Executive Creative Director; Nuno Ferreira, SVP and Creative Director of Digital; María Bernal, Creative Director; Jorge Pomareda, John Regan and Carlos Bretel, Associate Creative Directors; Javier Valle, Senior Writer; Brendan Mahn, Senior Designer; Roberto Luque, writer; Alexis Budejen and Ricardo Vallejo, Art Directors and Jenny Lapp, community manager. For the production of the videos they worked with Leo Burnett Interactive, Landia, Monster Films and FilmWorkers. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on @PRODUPublicidad
Diario de Hoy
Noticias relacionadas (3)
13 de mayo de 2015
Fabio Seidl de LAPIZ: La influencia está en la inspiración y en la ejecución
