The campaign was launched at the regional level and impacted local and international media. The brand concept is “Make possible the impossible” and carrying out this action made us live the concept firsthand. In order to achieve this, it was necessary to develop a joint plan with the DNA (National Direction of the Antarctic) to successfully communicate the importance of Antarctica for humanity.

The action started with Metallica spreading the rumor of the concert in Antarctica. Five days later, we launched the campaign in all media simultaneously throughout LATAM. The news spread quickly and we managed to capture the attention of local and international media.

Media strategy: OOH, TVC, radio, Brand site, Facebook and Twitter. 15 webisodes before the concert transmitted on YouTube.

Strategic alliance with MTV, Telefe (Argentina) and Canal 13 (Chile). Radio Vorterix (Argentina) and SonarFM (Chile). News agency EFE.

- The event was watched via live streaming by more than one million viewers.

- It generated USD 2,200,000 of free earn media.

- In social networks we had 207,000 new likes on Facebook and 87,000 new followers.

- After, the event was relived through YouTube and has, until today, over 2,500,000 views.