Peruvians didn't see all the wonderful things their country had to offer the world. So when the first Country Brand was ready, the challenge was to sell it, first and foremost, to the Peruvians themselves. The challenge was to make them feel so proud, familiarised and identified with their country's brand that they would want to share it with the rest of the world.

It was essential to get the citizens involved, so we had to find creative ways to engage the private sector as well as the Peruvian people into promoting the campaign themselves.

- We created 'ambassador brands' so that traditional and loved brands would help promote the campaign.

- The use of the brand was licensed so that companies or people could use it with their own brands.- Through social networks like Facebook, Twitter and YouTube, Peruvians would viralise the country brand.

As a result we had an estimated US$1,890,781.8 media coverage. Many brands sponsored TV spots getting an estimated 7m sales in advertising. We had over 1m viewings of the Youtube channel in the first week. It was the second most viewed worldwide only 2 days after its release. But most importantly, Peruvians experienced a sense of pride in their country that no history book or national landmark had done.

The campaign worked by engaging the citizens from a point of action and not just opinion.

- An activation in Peru, Nebraska, where the people of the town tried out different typical dishes like Papa a la Huancaína or Ocopa and drank the traditional chicha morada.- Peru Negro, an Afro-Peruvian dance group, showed them their traditional dance in a local bar.- Peruvian licor, Pisco, was also shared at the bar with the locals.- A Peruvian ID was issued to the one person in town who was born on July 28th (Peruvian Independence day) in the main avenue.- The Pachamama (a traditional food ceremony) was held in a local's backyard.For 1 week, people in our homonymous town got to experience the multiple wonders of being Peruvian.

- As a result we had an estimated US$1,890,781.8 media coverage. - Many brands sponsored TV spots getting an estimated 7m sales in advertising.- We had over 1m viewings of the Youtube channel in the first week.

- It was the second most viewed worldwide only 2 days after its release. - 77% of the Peruvian people remember and identify a specific part of the campaign.- 86% of them correctly associate it to the Country Brand.

(Sourde: Country Brand Image and Publicity Evaluation. Ipsos Apoyo. January 2012)