Promo & Activation
We needed to convince managers and security chiefs of mediums and small stores to install our security cameras, considering our two main difficulties: we don’t have much budget and they already have other security systems as security guards and alarms.
Our idea: Steal from them.
An unusual low-budget action in which only needs a “thief” and a hidden camera. The idea was to send the thief to stores to steal a valuable item. Days after, we send a direct mail included: a video of the theft, brochure of our products and of course, the stolen object. Not only did we steal things, but we also stole his attention.
• Cannes Lions 2013 / Short List in Direct Low Budget
• Ojo de Iberoamérica / Bronze in Promo
• Ojo de Iberoamérica / Bronze in Direct
• Festival de Antigua 2013 / Gold Award in Direct Marketing
• Festival de Antigua 2013 / Silver Award in Promo & Activation
Agency: Ogilvy & Mather Colombia
Product: Security Cameras
Chief Creative Officer: John Raúl Forero
Creative Executive Director: Juan José Posada / Juan Pablo Alvarez / Mauricio Guerrero
Creative Directors: Julián Gutiérrez / Andrés Astorquiza
Copywriter: Julián Gutiérrez / Juan Cárdenas
Art Directors: Felipe Cubillos / Juan Manuel Pachón / Andrés Astorquiza
Producers: Patricia Mendez / Ana Greiffenstein
Post Production: Imaginaria Films
Director: Alexis Durán / José Ramírez