Over 4 years now, Paraguay has been topping the ranking of most corrupt countries in the region (source: International Transparency).

Since 70 years ago, Robert Tailor’s has been dressing the most important politicians of Paraguay, even the President of the Republic is one its clients, but also, as a brand, maintains a high commitment to honesty. As an example of this commitment, in the past he has refused to work for politicians that were involved in acts of corruption and made that statement public through posters in his stores and posts in social networks.

For this campaign the objective from the PR strategy was to optimize our small media budget by taking advantage of the newest public scandal involving Representative, José María Ibáñez in the crimes of embezzlement and corruption.

With an investment of $ 500, we launched the “Ibáñez Collection” by publishing a print ad in a specific newspaper, known to be specialized in corruption investigation. The day of the launch, the main news commented about the print ad for “Pocketless Suit” as the main information of the day. In just a few hours it was spontaneously shared through different social networks, being trending topic all throughout the region.

The agency was set to attack the corruption problem by inventing a new product: The Pocketless Suit. We created a collection inspired in Representative Ibáñez, self-confessed author corruption crimes.

With an investment of $500, we launched the “Ibáñez Collection” by publishing a print ad in a specific newspaper, known to be specialized in corruption investigation. The day of the launch, the main news commented about the print ad for “Pocketless Suit” as the main information of the day. In just a few hours it was spontaneously shared through different social networks, being trending topic all throughout the region.

We turned the Pocketless Suit in a worldwide symbol against corruption. With a budget of $ 500 we generated $ 4,575,200 in Earned Media, reaching almost 55.000.000 people around the world (3.000.000 impressions).

12 daily covers.

Comments in more than 2000 Web Sites worldwide.

More than 85 minutes in channels such as CNN, BBC, NBC, Yahoo, O Globo, Clarin, TN, Infobae, Televisa, Telefuturo, Abc, RT, El Mundo, EFE, La Nación, amongst others.

We got orders and sent the Pocketless Suit to the Japanese, Argentine, French and Spanish market although the objective wasn’t to commercialize it.

Currently Representative Ibáñez is being processed for corruption.