Direct > Use of Direct Marketing
18TH ZONE EMBASSY
BBDO GUATEMALA, Guatemala City / FRITO LAY / 2014
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Tortrix, Guatemala most popular snack brand needed to develop a social response campaign. We discovered that almost a million consumers that live in the 18th Zone neighborhood suffer from address discrimination. It means that many companies refuse to employ personnel from the 18th Zone neighborhood because they assume they have ties to the gangs that dominate the area.
The 18th Zone is structured of popular and middle class people; the core target of Tortrix and this is the people that feel unwanted in their own country. So we created the only institution that could represent them all. An Embassy.
Execution
Every résumé was reviewed by human resources specialists and then circulated among the participating companies and we also offered free vocational training courses to candidates.
This creative solution is relevant to the brand because Tortrix, the snack that historically identified with them like a friend, is now helping them to reach a better future.
There is no other brand in Guatemala that could put together a project like this one, over 20 brands (many of them, direct competitors) which are the necessary participants to start up the embassy.
Implementation
We created the Embassy of the 18th Zone. A house located outside the 18th Zone. We rented a house outside 18th Zone and equipped it like a real embassy. We named an ambassador and we launched a website where companies enroll, post job openings and where candidates can upload résumés and apply for jobs, free of discrimination.
To launch, we invited media and executives from the largest companies of the country to the embassy to start a diplomatic dialogue with 18th Zone.
Outcome
Only in the first month more than 15,000 people subscribed
3,500 candidates got job interviews,
800 were hired,
And 30 companies joined the Embassy committing not to discriminate the candidates from 18th Zone
The program has earned over $ 2,000,000 in free press and free media. Exceeding 8 times Tortrix annual media investment.
20 million impressions on Internet
And also the Government of Guatemala decided to support the embassy.
And best of all we created an established symbol to the city that will end with a social prejudice and help 800,000 people to reach a better future.
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