MERCADEO Versión en español
Mauricio Sabogal of BPN: This campaign is an example of innovation and creativity, and our industry recognizes it as such worldwide
8 de abril de 2013
En tres meses el panel produjo 100 litros de agua potable y UTEC logró incrementar en 38% las aplicaciones para ingeniería
Following the success scored by the campaign Con Ingenio en Accion Todo es Posible (With Ingenuity in Action, All Is Possible), created by the BPN Peru agency, PRODU spoke with Gloria Herrera, general manager of BPNs MediaConnection, and Mauricio Sabogal, global CEO of BPN, to learn more details.The campaign launched in 2012 aimed at introducing the recently founded University of Engineering & Technology, or UTEC, as well as making young people interested in engineering and science careers. And it led to the creation of the first panel capable of producing drinking water from the humidity in the air.UTEC is a university with just one year in the market. It specializes in engineering and competes with other educational centers that are much more prestigious and have more of a history. We had to create something that would make a strong impression and get us remembered and at the same time show young people that engineering is much more fascinating than they think, Herrera said.Under that premise the concept of ingenuity in action makes everything possible was created. The water-producing panel is an example of that, since Lima is something of a desert and water is scarce, the executive said.The UTEC panel was set up south of Lima in Bujama, with 98 percent humidity in the air. It managed to trap the humidity and convert it into drinking water. In just three months, the panel produced 100 liters of drinking water and UTEC saw a 38-percent increase in the number of applicants for the school of engineering.This campaign is really an example of media agencies capacity for innovation and creativity, and our industry recognizes it as such worldwide Mauricio Sabogal said.
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