Be Fun
Tourism · Mendoza.
Concept, character, BTL, out of home, radio spot and video.
The world, your destination
Based on the tagline of the Be Fun brand: The world, your destination, we started to explore the advantages of this world and that is how the idea of a character who would be the axis of the whole campaign was born: the Astro. An astronaut who, having left the planet, realizes that the best is right here and decides to return to Earth.
The campaign had a teaser BTL stage. For more than a week, an astronaut went out to walk the streets of Mendoza, generating an empathy and an expectation that far exceeded our own. On social media it was a hit that was also reflected in the main print, radio and television outlets of Mendoza.
The following week, the streets were plastered with out-of-home pieces showing the character in 3 settings representing the most chosen destinations when it comes to traveling. We also made a radio spot and a reveal video that was rolled out on social media.
In parallel, the Astro kept walking through Mendoza, publicizing a Be Fun promotional activation, inviting people to post the photos they took with him and enter the draw for an all inclusive stay in the Caribbean.
