YPF: The promotion of a change

Argentinian energy company YPF successfully communicated its transition to more sustainable practices through a promotion that offered an unusual reward.

Campaign details

Brand: YPFBrand owner: YPFAgency: BBDO ArgentinaCountry: Argentina

Market background

Over the past 30 years, we have seen Argentina spiraling down a chronic inflationary process, with its public accounts reflecting twin deficits (fiscal and trade-related).

A large part of this economic context can be explained by a dysfunctional energetic matrix:

  • Argentina is a country with unique energy resources (both renewable and non renewable), but – for lack of legal and economic predictability – they have not been adequately invested in.
  • As a consequence, Argentina is forced to import energy. But, to prevent...

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Insights Team
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