Hoe een evenement zelfs financieel nieuws tot leven kan brengen

ORGANISING COMPANY: Casta Diva Buenos Aires - part of Casta Diva Group - Milan

CLIENT COMPANY: El Cronista Comercial

EVENT CATEGORY: Use of Web and Social Media

DATE: from 22/01/2016 to 23/01/2016

LOCATION: Aerodrome which is located at the outskirts of the town of Buenos Aires

TARGET: People who don't understand of economy,stock market indices, shares, securities and global crises

OBJECTIVE: Social media enables El Cronista Comercial to diversify its content expanding the scope of its target.The goal was to attract new followers bringing the publication closer to people less involved in finances, setting a different tone on its social media from the one on the paper version.

BUDGET: less than € 50.000 Low Budget

CREATIVE IDEA AND DESCRIPTION OF THE EVENT:

For those who are familiar with them, finances are pure adrenaline: stocks going up and down, figures, charts, percentages, and interest rates.El Cronista Comercial sought to bring this same adrenaline to those who are less used to finances. How? Making them live the financial rush.To that end, a number of charts of various historical economic crises were recreated in the air by an acrobatic airplane flying at 5,000 meters (nearly 16,500 feet).
The aircraft went through each part of the graphics, going up and down at over 150 km per hour (93.2 mph.)
New fans on El Cronista’s fanpage were invited to take part in this action. The experience was documented and later on used as branded content, both on traditional and digital channels.

MEDIA MIX: Flights were documented and later on used as content on social media, and digital and traditional channels.Digital and Social Media,on the newspaper's website and the event news has been then brought back by television, radio and many other Argentinian media

AUDIO / VIDEO / LIGHTS PRODUCTION: Use of a real flight in order to recreate the stock trends up and down, while the FB followers invited for the event are on flight they have a hear phone that explain them the economic arguments, crysis and everything related this.

STAGING AND SET DEISGN: New fans on El Cronista’s fanpage invited to take part in the experience were taken to the Aerodrome.During an entire day there were a series of flights representing economic crises. While participants were flying through the crises’ charts on an acrobatic airplane 5,000 meters in the air, a voice was narrating the corresponding historical events on their headphones. This way, participants were able to experience Greece’s and Argentina’s crisis, and the “dot com” crisis,among others.

EFFECTIVENESS:

Video reached 70% of the users, avarage rate of site is 38% Reproductions increased 3500% respect regular reproductions’s average in the page Users and contact was 50 times higher Spot was shared 100 times more Paper gets 82,000 new FB fans + 16 million people knew it though TV radio and other media

FEATURE DESCRIPTION: Link: https://www.facebook.com/Cronistacomercial/videos/1101982076528443/El Cronista Comercial launched its new institutional campaign enabling an audience less specialized in finances to experience economics as never before. The stars in each piece are some of the new followers on El Cronista’s Facebook fanpage. Called to an aerodrome in the outskirts of Buenos Aires, they were invited to partake in flights aboard aerobatic aircrafts 5000 meters AMSL. Stock going up and down, figures, percentages, and interest rates traditionally expressed into charts were reproduced in flights through vertical drops and ascents at 150 kph. At the same time, the participants received earphones over which they were explained what each movement represented, so they would feel the tension caused by numerous crises, namely that of Greece, 2001, and the dot-com crisis, among others.The Online Advert titled Ride was done by Casta Diva Pictures advertising agency for brand: El Cronista in Argentina. It was released in the May 2016.