Argentina’s economy is in a delicate state. Apertura Magazine wanted to make a campaign that communicated that even though the Argentinian economy is complicated, when you are one of their readers you are better prepared to navigate it.

Basically, create awareness and fidelize readers.

The idea is that with the state of Argentina’s economy, only giving all the information isn’t enough. So we also wanted to give our readers some luck. To achieve this we traveled to New York to visit the Charging Bull’s Statue. It is believed that whoever touches its balls gains luck in finances. So we did exactly that. With a cloth we rubbed them and brought that luck filled cloth back to Argentina. With it we created amulets that came with our magazine, so that our readers would, from now on, always be accompanied by luck.

We wanted to get the attention of the general public and create a way to make a business magazine appealing to audiences who don’t necessarily dwell in the business world. So we approached the project by searching for a funny way to talk about the unstable Argentine economy without being too negative about it. And finally, we aimed at creating something that would drive people to subscribe to the magazine.

For executing the idea we had a filming crew with our main actor travel to New York, more specifically to Wall Street, and there he rubbed the balls of the Charging Bull with some red fabrics.

Then, we sent those fabrics back to Buenos Aires, Argentina, where a jeweler created the amulets and adhered a little piece of the fabric to each one.

We distributed these amulets with that month’s Apertura. Also, we sent them to various figures and influencers so that they could create content and help us to create buzz.

The results of the campaign were:

+3M earned media.

+12M impressions.

+320 % Engagement Rate.

+65 % Increase in interactions.