A banner to call home
Pintuco - Viniltex
Issue 24 | September 2012
Agency
Proximity Colombia
Creative Team
Mario Bertieri President Sandra Piedrahita Creative VP Pablo Wills Alejandro Mesa Creative DirectorS Julian Velasquez Web Designer Nicolas Molina Art Director Jimena Mesa Copywriter
Other Credits
Juan Fernando Nino Account VP Maria Fernanda Nova Account Manager Natalia de Toro Account Director Pedro Guillem Web Developer
Date
December 2011
Background
Pintuco is the leading paint brand in Colombia.
They sell most paint at Christmas, which, in Colombia, is a time when many people choose to re-decorate their homes to make them beautiful to share with their families.
They wanted to use digital media in order to seem relevant and modern to their consumers.
Idea
The advertising strategy in above-the-line media was “Painting is a call to come back home”. The advertising invited people to paint their houses and give their loved ones an additional reason to come home for Christmas. Instead of just running banner advertising with the message, the banner was turned into a ‘phone to actually allow people to make “a call to come back home”.
From the banner, people could call friends and family for free and ask them to come home.
Results
Over 5,000 people made a call.
The banner received five times more clicks than the average banner.
People shared their experiences in social networks and thanked Pintuco for the opportunity to talk with their loved ones.
The brand became digital and got closer to its consumers but in a memorably different way.
Our Thoughts
Young tecchy folk tell me that they think this campaign is a bit ‘so what?’. They tell me that most people Skype anyway. They also tell me it would have been quite easy to do. Being analogue myself I was blown away by the idea of a banner becoming a telephone. I also think this is a really clever bit of targeted media because, of course, it wasn’t aimed at young techhy folk but at their parents.
Branded content covers a multitude of applications these days but for me this is branded content of a high order. The content was each individual call, when Pintuco was able to associate itself unforgettably with a moment of surprise, pleasure and love. Wow!