Settlements Integrated Campaign

Press Kit

Unique Properties

Techo Latam is a non-profit organization with the purpose of overcoming poverty in Latin America and thus ending the settlements. To achieve the goal of raising $50K in donations to eradicate them, the creative strategy was to launch the film Settlements (Favelas) done by trailers of Latin American film directors, showing the reality of their settlements. To have a ticket, you had to enter the site settlements.techo.org and at the time of checkout, the film did not exist.

Dimensions & Packaging

Trailers, posters, digital ads and social media.

Tags

Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam

Production Technology

Integrated campaign across 5 countries in South America.

Design Challenge

First online collecting campaign done by Techo Latam.

Project Duration

Chile, Peru, Argentina, Brazil and Colombia.

Operation Flow

Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.

Research

The key points of the challenge and the objectives that were required in the campaign were clear, the idea had to solve how to reach new consumers who are not part of the main percentage of donors of Techo Latam. Based on market research on their behavior at the time of donation; 60% of millennials do them online, they are motivated by social networks; mainly on Facebook with 62% and 14% in charity events. Understanding the buyer person, we devised the creative solution; If they are digital natives, their reason for donation is the moments that appeal to our emotions, which in social networks are inspired to make them. We wonder what they buy most online in Latin America?: cinema, concerts and air tickets. In the cinemas annually, there are more than 339.8 million viewers, with Brazil being one of the pioneer countries with 170 million viewers, within Latin American cinema. So cinema was the language applied.

Inspiration

The creative strategy focused on launching the film Settlements (Favelas) in Chile, Argentina, Peru, Colombia and Brazil. For this, 5 trailers were created and ran in the aforementioned markets, these trailers were created by renowned film directors from each country and the media strategy focused on displaying these trailers on Facebook (Instagram) and YouTube, with support at the same movie theaters, which invited to buy tickets for the movie on the site: settlements.techo.org.

Image Credits

Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando

Patents

Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando

Colors of Settlements Integrated Campaign