El Bocón: Empty Pages
Publicidad Causa Lima
Advertiser: Espensa Group
Brand: El Bocón
As a leading brand of sports newspaper and a huge sports fan itself, El Bocón needed to go beyond only saying something, to effectively doing something, about the problem of violence in soccer. It did so with this concept: "Violence will make soccer disappear".
This campaign hasn't increased sales but the results are amazing. Almost 150,000 copies of a special campaigning issue of El Bocón were sold and the earned media we generated reached more than a million people on the same day.
Our strategy was to appeal to Peruvians' well known passion for football, in order to make them aware that violence, besides being a threat to life, was a threat to the existence of the very sport they loved.