There's nothing to celebrate yet
Instituto Nacional de Seguros
Issue 46 | March 2018
Agency
Ogilvy & Mather Costa Rica, San José
Creative Team
Creative Chief Creative Officer Javier Urbaneja Creative Director Pablo Castillo Copywriter Fernando Hidalgo Designer Andrés López, Head of Art Héctor Acuña
Production Team
Media Camedia General manager Rolando Rodriguez Media Planning Director Lilliam Arce
Other Credits
Other Chief Operating Officer Ivannia Madrigal Account Exceutive Karla Vargas
Date
March 2017
Background
Long and excited goal celebrations were part of the culture of Costa Rican football broadcasting. G-o-o-o-o-o-o-o-o-al!
Indeed, media ratings for top matches depended on the celebrations so TV channels and radio stations competed to have the most vocal commentators.
Idea
International Women's Day had been hijacked by brands using it as an excuse to create special promotions. Instituto Nacional de Seguros (INS, National Insurance Institute) wanted to remind people of its original purpose as a day to encourage the pursuit of equality.
In 2017, the day happened to fall in the middle of a major football tournament in Costa Rica.
The idea was to use the football commentators on TV and radio to bring attention to International Women's Day and the fact that inequalities still existed.
It took a great deal of persuading, but the broadcast media got behind the idea.
When goals were scored, there were no jubilant yells from the commentators. Just a quiet statement of fact. A goal has been scored.
The commentators then added that as long as there remained inequalities, there would be nothing to celebrate on Women's Day.
Results
The campaign reached 1.95 million people, 39.6% of the Costa Rican population and 77.44% of the defined target audience (2.5 million). Over 50% of the target audience was reached two or more times.
There were thousands of positive comments and reactions on social media, under the hashtag #AúnNoHayNadaQueCelebrar (#TheresNothingToCelebrateYet). Outside Costa Rica, sports and general media in USA, Spain, Honduras, El Salvador and even the global ESPN network covered it.
Our Thoughts
Media owners in South America have long been much more co-operative with advertisers than they seem to be in other parts of the world. In the UK, the media don't mind selling you an audience but they are reluctant to share it.
As a TV commercial, this idea would have been instantly forgettable. Commentator is unmoved by the team's success. Big deal. But, in realtime, and as part of a live broadcast, the experience would be both compelling and memorable.
The creative team is credited with the work but someone at Camedia deserves a pat on the back for persuading the media owners to come onboard.