Grey Chile developed the initiative www.prendeleunavela.cl, a campaign that in only ten days achieved that more than 70 thousand virtual candles were lit for the Chilean Football Team Coach, Marcelo Bielsa. The site, a digital sanctuary where users can deposit their faith lighting a virtual candle to San Marcelino and leave their support messages -, received visits from 75 countries worldwide, and a worldwide media exposure well over a million dollars. The idea came up with the objective of mobilizing people and grouping them under the same cause through their passion for football and to take advantage of the great moment the Chilean Team is having, states Santiago Puiggari, President and CEO of Grey Argentina and Chile. And he goes on to say: With no media budget, the action had to be able to grow on its own, winning the media. For that purpose we used the social networks as the main media, which triggered unprecedented press coverage for this kind of initiative in Chile The goal was to reach 50 thousand lit candles and pursuant to the three great miracles by San Marcelino, write a letter to the Vatican requesting his canonization; success was in less than twenty four hours. The action was front-page of Las timas Noticias, one of Chiles most popular newspapers, and was dealt with in the main open TV channels in Chile (Channel 13, TVN, Mega and Chilevisi covered by international channels such as ESPN, TyC Sports, CNN Chile and TN Argentina; as well as the main news agencies worldwide. This media coverage triggered an increase in visitors to the site; lit candles, and results reached an unexpected number in the initial planning.
Agency: Grey, Chile