Cannes Lions
J. WALTER THOMPSON PUERTO RICO, San Juan / COMMONWEALTH OF PR / 2015
Overview
Entries
Credits
Description
In 2013, the Government of Puerto Rico launched Hit 3001, an entrepreneurship initiative inspired by the legacy of baseball player Roberto Clemente and his legendary 3,000 hits.
Young entrepreneurs were given national TV airtime, in the commercial breaks of an unreleased Hollywood movie about Clemente, so they could pitch their business ideas to the public, who could then vote to select the country’s next great hit.
But this year, we wanted to turn that hit into a home run by launching a different kind of reality competition TV series.
In a media partnership with Telemundo, we developed the concept into a full-fledged, 12-episode TV program featuring 44 entrepreneurs who pitch their business ideas, and private industry leaders who serve as coaches, helping to turn ideas into hits.
The audience not only voted for their favourites. We also created the first-ever crowdfunding platform for a TV series, in which viewers can truly show their support by sponsoring instead of just liking an idea.
All of the show’s entrepreneurs are eligible for funding, including those who have been eliminated.
The program has received coverage all over the media. It receives weekly coverage by the country’s leading newspaper and its hashtag routinely becomes a Twitter trending topic during the program’s transmission.
So far, over 1 million TV viewers have tuned in and over $500,000 have been generated in earned media.
But most importantly, the campaign has generated over $500,000 in crowdfunding and grants from the country’s Department of Economic Development and private industry.
Execution
In a media partnership with Telemundo, we developed the concept into a full-fledged, 12-episode TV program featuring 44 entrepreneurs who pitch their business ideas, and private industry leaders who serve as coaches, helping to turn ideas into hits.
The audience not only voted for their favorites. We also created the first-ever crowdfunding platform for a TV series, in which viewers can truly show their support by sponsoring instead of just liking an idea.
All of the show’s entrepreneurs are eligible for funding, including those who have been eliminated.
Outcome
The program has received coverage all over the media. It receives weekly coverage by the country’s leading newspaper and its hashtag routinely becomes a Twitter trending topic during the program’s transmission.
So far, over 1 million TV viewers have tuned in and over $500,000 have been generated in earned media.
But most importantly, the campaign has generated over $500,000 in crowdfunding and grants from the country’s Department of Economic Development and private industry.
In a country that needs new entrepreneurs in order to get out of an economic slump,
we gave Puerto Ricans an experienced coaching staff and 44 inspiring stories that show how a great idea can turn into a hit.
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