had you ever seen a green dog? urbe’s proposal for wan contest - caracas, venezuela august 2007
TRANSCRIPT
Had you ever seen a Had you ever seen a green dog?green dog?
Urbe’s proposal for WAN Contest - Caracas, Venezuela
August 2007
SummarySummary
Programme name Premios Urbe (Urbe Awards)
CategoryBrand
Sponsor newspaperurbe
Project proposed byPaola Palazón - Urbe Business Unit Manager
Newspaper edition50,000 (weekly)
Project descriptionProject description
Award ceremony for things that conforms the everyday life of young venezuelansThe only award ceremony for youth culture in Venezuela
It intends to be a space where young people canidentifyexpress freelyfeel they have a place that recognises who they are and what they like
Awards are given by the audience through their votes
Project descriptionProject description
Wide range of categories standard and socially acepted
music, cinema, lifestyle, person of the year…
most challenging and bizarre best porn actress, best tatoo artist…
Live performancesVenezuela’s hottest artists and bandsEmerging artists from the Americas
Babasónicos - ArgentinaMetric - Canada
Project descriptionProject description
And our trophy is a green dog named Asdrúbal…
because being young involves being
originalunique bring attention
pretty much like a green dog with a strange human name
DevelopmentDevelopment
How the programme was developedCollaborators
Media partners: La Mega (radio network)
www.lamusica.com.ve
www.oidossucios.com
www.tirroplomo.com
Equilibrio magazine
Puma TV
Universidad Central de Venezuela (venue)
DevelopmentDevelopment
FinancesSponsors:
Motorola: US$ 11.630Polar US$ 6.980
Own budgetUS$ 69.560
Tickets sales - audience contributionUS$ 18.837
DevelopmentDevelopment
Working agendaweek1 week 2 week 3 week 4
januaryhiring show
producer
februaryconcept
development/production design
location negotiation
performers booking
sponsorpship request
aprilsponsorpship
requestsponsorpship
requestsponsorpship
requestsponsorpship
requesttickets sales tickets sales tickets sales
pr/advertising campaign
pr/advertising campaign
pr/advertising campaign
tickets sales tickets sales tickets salesevent
productionevent
productionAwards
ceremony
concept development /production design
location search
performers bookingsperformers selection
march
may
june
pr/advertising campaign
ObjectivesObjectives
Business objectivesTo reinforce brand attributes
InnovativeConnectedTrendsetterIn the knowUp to dateIrreverent
Offer to young audiences an event with high quality in terms ofProductionArtistic performancesVenue
Recognise the best of the Venezuelan youth cultureTo celebrate newspaper’s 11th anniversary
ObjectivesObjectives
Audience descriptionAge
18 to 25
Social backgroundABCD
Gendermale/female
InterestSexMusicPartiesStreet cultureSelf expression
MarketingMarketing
Promotional strategyAll promotional material was developed in houseIt included
Radio adsDigital ads (banners, website)Print ads30’’ TV spots
Advertising: most of the advertising was developed in partnership basis
Ads in the newspaper in exchange of air time or space in the specific mediaRadio ads
Partnership with youth oriented radio networkLa Mega (www.lamegaestacion.com)
Ads were broadcasted 8 times a day
MarketingMarketing
Promotional strategyAdvertising: most of the advertising was developed in partnership basis
NewspaperAds in the own newspaperAds in others newspaper from the owner group (Cadena Capriles)
OnlineNewspaper ‘s website adopted awards’ look and feel for the ocassion
Partnership with local websites
www.oidossuscios.com
www.lamusica.com.ve
www.oidossucios.com
www.tirroplomo.com
MarketingMarketing
Promotional strategyPR
Interview with music artists in TV, radio, print and online mediaSpecial musical programmes in radio stations of partner network
After show party Activity planned as a way of atracting other sponsors and for increasing media exposure
Word of mouthBuzz generation about artist that will perform or attend the awards
MarketingMarketing
Promotional strategyWord of mouth
The Chuzo’sWeek before the award ceremony a campaign was developed centered in the two host of the showThey both were popular writers from the newspaperThey created characters for themselves and named them The Chuzo’s
Venezuelan slang word for knifeThis was a reference for the sharp of their tongue, the wittiness of their comments and the cutting edge of the award itself
During previous months to the awards ceremony, the show hosts (The Chuzo’s) perfomed as M.C.’s at youth oriented shows
Concerts, private parties, partners eventsNear the award ceremony they held an autograph signature that atracted hundreds of fans
Programme descriptionProgramme description
The Chuzo’s ad
Programme descriptionProgramme description
Awards teaser and print ads
Programme descriptionProgramme description
Awards print ad 2
Programme descriptionProgramme description
Banner
Programme descriptionProgramme description
Website
Programme descriptionProgramme description
Newspaper special issue
Programme descriptionProgramme description
After party ad
Evaluation and resultsEvaluation and results
Media coveragePrint
15 articles published in other newspapers
Radio168.5 minutes of air time
TV442 minutes of air time
Ticket sales900 tickets sold
Evaluation and resultsEvaluation and results
Sponsors trustAs a result of the last year awards sponsors are more confident in investing their money in the awards
The urbe awards 2007 already have raised US$ 79.000425% more than the total sponsor investement in 2006
This means that sponsors consider Urbe Awards as a trustable event for building brand awareness among young audiences
For us this means that our brand image is growing stronger
After reading all this I’m sure you’ll want to see how my party was like…so prepare and enjoy some “bites” of it…
