El Bocón: Empty Pages
Publicidad Causa Lima
Advertiser: Espensa GroupBrand: El BocónCountry: Peru
Objectives
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...