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Rock hard and build your future

February 19, 2009 at 2:40 by Mark Comments

Though i’m originally from Spain i’ve spent the last three years of my life living in Mexico, so the first time I asked Martina about writing for Adverblog she told me that it would be nice reviewing a lot of digital cases coming from Central and South America, as to have a global vision of digital advertising in Adverblog.
Not that I haven’t tried but besides a few things coming from Brazil, I haven’t found anybody in this region consistently generating first-class digital work (but maybe there is! if you think you or your company is doing it and you work in Central/SouthAmerica please drop me a line to dani.granatta AT gmail DOT com !)

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Well, the thing is that last week I was part of the jury for the first IAB Conecta Awards organized by Mexican IAB and I went to Mexico City for the voting, kind of prejudiced about what we were about to see. But once there, and in really good company, we found a few works worth to be noticed. I specially liked this one called “Rockea duro / construye tu futuro”, done by Substance for UVM, one of the universities of fastest growth here in Mexico.


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Planned for prospecting new talent in high school before they choose which college to go, it also tried to build some awareness for the brand under the concept “Rockea duro / construye tu futuro” (“Rock hard / build your future”) and using the music as leitmotif, proposing a rock contest in which users could send their songs, posters or reviews and then all the audience could vote to choose some finalists. From them, a jury picked up some winners who would be awarded with some paid scholarship programs when going into UVM college.
But if you’re in high school and opt to be a viewer not a participant in this thing, it’s easy to think that a college that rewards talent in that way should be kinda cool, so maybe you start considering it as an option for your academic future.
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I like not only the concept but also the way in which the target audience (16-18 years old teens) is reached through the channel (87% of the people reached belonged to that age range, which is a HUGE amount of potential new students) and then how the channel (MySpace Mexico in this case) is involved as a partner, not only as an anonymous observer, just hosting content.
And after all of that, a final concert was performed in one of the college campus with reknowned mexican bands, where you could go just by joining “Rockea Duro/Construye tu Futuro” as a friend and using it as an “entrance ticket”.
Secret Show Fest

So 85 bands after (and that’s a lot, because they weren’t seeking a label contract, but studying for free) and more than two thousand new friends of the college profile in MySpace, it resulted in more than 10% of favourability and almost 2% of clickthrough for the banners of the campaign, which speaks about how accurate was this strategy for the needs of the UVM brand.

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