Una ciudad llena de buena actitud
Trident quería extender su buena actitud, y lo hicimos ¡en toda la ciudad!
CASE STUDY: EXTENDÉ LA BUENA ACTITUD
Trident’s consumers are always on the go. We designed a campaign that acted as a route, a path where Trident would be present in every step they took. Literally.
We left eco-friendly washable graffitis on the main routes used by Trident consumers to create first person awareness about #EsaEsLaActitud (the right attitude), a brand calling to transform everyday stressful situations into positive experiences. We knew what enthusiasts would do: share them!
Music being central to Trident’s consumers, we made a song and videoclip with one of Costa Rica’s leading pop bands “Entre Líneas”. The branded video was shot with real flashmobs across the city at the same eco-graffiti spots.
With top influencers sharing our graffitis on their social networks, we reached more than 3,5 million people in 3 months, making the hashtag #EsaEsLaActitud go viral. The song hit number 1 on the local billboards for 3 weeks. TV shows and music channels aired the video, exposing Trident’s content to more than 500,000 people and gaining $120,000 in earned media. Last but not least, we generated a ton of positive attitude all around Central America and the web.