MAPFRE Insurance - The City Speaks - (2010): Ogilvy Peru

The target audience was an existing customers (people that visit the Lima Historic Center, that do not value the atractivive the city has). Our objective was that the people change their actitudes and loved more Lima City. The strategie was give the message in the moment when the people were damaging the
atractive.

To obtain our objective we put dummies that mimicked in monument, trees and benches of the Lima Historic Center, so when the people are damaging them a sensor activated the dummies and the audio began to beg them to stop damaging, this was the way the City Speaks.

After many tradicional failed campaings made by the Municipality of Lima and other marks. Mapfre, wanted to do a campaing to awareness the people about the importance of Lima Historic Center, that is Cultural Heritage of Humanity. The originality is that Insurance Mapfre was that for the first time the opportunity to Lima City speaks to the population and asked them please stop damaging and loved it more. In this way we made something that no one imagened, we made that one City Speaks for the first time in the world. In this way Mapfre generated a loved mark.

Results
More than 2000 followers on Facebook.
More than 4700 fans on Monumento, Trees and Benches.
Coverage on the main news websites.
6000 visits to YouTube.
3500 followers on Twitter.

Agency: Ogilvy Peru
Client: MAPFRE Insurance
Tittle: The City Speaks
Creative Director: Aldo Canchaya
Copywriter: Manuel Malempre
Copywriter: Luis Rios
Copywriter: Mario Anchorena
Art Director: Luis Santillan, Enrique Benitez
Acount mananger: Ursula Canchaya
Account Supervisor: Katherine Carrillo
Producer Director: Carla Chuiman
Producers: Maria Fernanda Harboe, Jorge Castagne, Giancarlo Jacobi