Wednesday, January 10, 2007

"El tema del verano"- "The summer's song"





The Summer's song
The summer arrives at Argentina and the companies launch a strong communication campaign to reach possible consumers.
CTI with the Hit of the summer, also starts to promote their products and telephony services being recreated the Beach vacations.
The company objective is to communicate a new cellular Sony equipment with Mp3 format, using like insights or gags of the campaign, all the Beaches customs made mainly in summery points of the Buenos Aires coast. The ritual repeats every year in the Buenosairean's beach points, thousands of parasols are put in the sand to cover people from the sun being recreated the large city in the beach. (Check the film "Balnearios" to know more about the phenomenon) This beach summery ritual includes listening a song consecrated in Hit by the most commercial radios of Argentina.
Cti with the ad agency "Del Campo, Nazca Saatchi & Saatchi" manages to install “el tema del verano” as a forced appointment of reference of summer 2006/7 in Argentina. This communicational phenomenon hides a potentiality: “el tema del verano” settled like the summer's song in Buenos Aires, opening the possibility that in just a short time they will perhaps made ad castings via Youtube. The site offers more of a video than reference to this ad demonstrating one guessed right strategy to arrive at the massive market and to obtain an unexpected answer. As much the followers of hits as those that prefer another type of music listened "el tema del verano", and happened what is the best for an advertisment, that is spoken of it. (to favor or against).

Home videos / Videos caseros del Hit







"El tema del verano"
Llega el verano a la Argentina y las empresas emprenden una fuerte campaña de comunicación para alcanzar a posibles consumidores.
CTI con el Hit del verano, también arranca a promocionar sus productos y servicios de telefonía recreando las vacaciones playeras.
El objetivo de la empresa es comunicar nuevos equipos de celulares con reproductores de Mp3 de Sony utilizando como insights o gags de la campaña, todos las costumbres playeras realizadas principalmente en puntos veraniegos de la costa de Buenos Aires. El ritual se repite cada año en los balnearios bonaerenses, miles de sombrillas son puestas en la arena para cubrir a las personas del sol recreando la urbe en la playa. (Chequear la película "Balnearios" para saber más del fénomeno). Este ritual veraniego playero incluye el escuchar una canción consagrada en Hit por las radios más comerciales de la Argentina.
Cti gracias a la agencia Del Campo Nazca Saatchi & Saatchi logra instalar "el tema del verano" como una cita obligada de referencia del verano 2006/7 en la Argentina . Este fénomeno comunicacional esconde una potencialidad: "El tema del verano" se instaló como la canción del verano en Buenos Aires, abriendo la posibilidad de que quizás en poco tiempo se realizarán los castings de publicidades vía Youtube.
El sitio ofrece más de un video que referencia a esta publicidad demostrando una acertada estrategia para llegar al mercado masivo y obtener una respuesta inesperada. Tanto los seguidores de hits como aquellos que prefieren otro tipo de música lo escucharon, y con ello sucedió lo que mejor le puede pasar a una publicidad, que se hable de ella (a favor o en contra).

Download the Ringtone

Watch more videos in Youtube / Mas videos en youtube

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