The Hispanic agency Conill discovered that Latinos in the US have a very close relationship with their cars. To celebrate Toyotas 10 years as automobile leaders in the Hispanic market decided to compensate their loyal consumers with a special gift.The campaign is titled Más que un auto (More than a Car), because the gift they chose was to make a license plate for each car with the name the owner had for it. The only condition to receive it was to share with Toyota and their networks the story behind each of the names. They only had to enter the website masqueunauto.com In the first month they gave away 100,000 personalized plates. Thanks to the idea they had 98 million impressions on networks and are now exporting the idea to Europe, Latin America and Asia.The jury of Cannes Lions 2015 will evaluate Más que un auto. The creative team who made this idea is: Javier Campopiano, SVP and CCO; Hernán Cerdeiro and Diego Yurkievich, VP and Executive Creative Director; Mario Granatur, VP and Creative Director; Verónica Elizondo, Group Creative Director; Martin Donovan, Associate Creative Director; Marcela Ángeles, Senior Copywriter; Grace Espejel, Art Director; Rodrigo Vargas, VP and Integrated Production Director; Krysta Rosales and Melanie Case, Producers of the agency; Miguel de la Lama, Digital Producer and a great digital team. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on PRODUPublicidad
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