Had you ever seen a green dog? Urbe’s proposal for WAN Contest - Caracas, Venezuela August 2007
Summary Programme name Premios Urbe (Urbe Awards) Category Brand Sponsor newspaper urbe Project proposed by Paola Palazón - Urbe Business Unit Manager Newspaper edition 50,000 (weekly)
Project description Award ceremony for things that conforms the everyday life of young venezuelans The only award ceremony for youth culture in Venezuela It intends to be a space where young people can identify express freely feel they have a place that recognises who they are and what they like Awards are given by the audience through their votes
Project description Wide range of categories standard and socially acepted music, cinema, lifestyle, person of the year… most challenging and bizarre best porn actress, best tatoo artist… Live performances Venezuela’s hottest artists and bands Emerging artists from the Americas Babasónicos - Argentina Metric - Canada
Project description And our trophy is a green dog named Asdrúbal… because being young involves being original unique bring attention pretty much like a green dog with a strange human name
Development How the programme was developed Collaborators Media partners: La Mega (radio network) Equilibrio magazine Puma TV Universidad Central de Venezuela (venue)
Development Finances Sponsors: Motorola: US$ Polar US$ Own budget US$ Tickets sales - audience contribution US$
Development Working agenda
Objectives Business objectives To reinforce brand attributes Innovative Connected Trendsetter In the know Up to date Irreverent Offer to young audiences an event with high quality in terms of Production Artistic performances Venue Recognise the best of the Venezuelan youth culture To celebrate newspaper’s 11th anniversary
Objectives Audience description Age 18 to 25 Social background ABCD Gender male/female Interest Sex Music Parties Street culture Self expression
Marketing Promotional strategy All promotional material was developed in house It included Radio ads Digital ads (banners, website) Print ads 30’’ TV spots Advertising: most of the advertising was developed in partnership basis Ads in the newspaper in exchange of air time or space in the specific media Radio ads Partnership with youth oriented radio network La Mega ( Ads were broadcasted 8 times a day
Marketing Promotional strategy Advertising: most of the advertising was developed in partnership basis Newspaper Ads in the own newspaper Ads in others newspaper from the owner group (Cadena Capriles) Online Newspaper ‘s website adopted awards’ look and feel for the ocassion Partnership with local websites
Marketing Promotional strategy PR Interview with music artists in TV, radio, print and online media Special musical programmes in radio stations of partner network After show party Activity planned as a way of atracting other sponsors and for increasing media exposure Word of mouth Buzz generation about artist that will perform or attend the awards
Marketing Promotional strategy Word of mouth The Chuzo’s Week before the award ceremony a campaign was developed centered in the two host of the show They both were popular writers from the newspaper They created characters for themselves and named them The Chuzo’s Venezuelan slang word for knife This was a reference for the sharp of their tongue, the wittiness of their comments and the cutting edge of the award itself During previous months to the awards ceremony, the show hosts (The Chuzo’s) perfomed as M.C.’s at youth oriented shows Concerts, private parties, partners events Near the award ceremony they held an autograph signature that atracted hundreds of fans
Programme description The Chuzo’s ad
Programme description Awards teaser and print ads
Programme description Awards print ad 2
Programme description Banner
Programme description Website
Programme description Newspaper special issue
Programme description After party ad
Evaluation and results Media coverage Print 15 articles published in other newspapers Radio minutes of air time TV 442 minutes of air time Ticket sales 900 tickets sold
Evaluation and results Sponsors trust As a result of the last year awards sponsors are more confident in investing their money in the awards The urbe awards 2007 already have raised US$ % more than the total sponsor investement in 2006 This means that sponsors consider Urbe Awards as a trustable event for building brand awareness among young audiences For us this means that our brand image is growing stronger
After reading all this I’m sure you’ll want to see how my party was like…so prepare and enjoy some “bites” of it…
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