UNACEM and FCB May obtain Gold at the Latin American Effie Awards with Cement Sol
In the second edition of the Latin American Effie Awards, the “100 Years of Tun Tun” campaign of Cemento SOL , a flagship product of Unión Andina de Cementos – UNACEM, was awarded the Golden Effie in the category Other Products. The awards ceremony was held in Cartagena de Indias in Colombia.
As it is remembered, with “100 years of Tun Tun”, the city of Lima became a gigantic art exhibition whose works on display were buildings, museums, houses, stadiums, little clubs, roads, among others; all with a history behind and all built with Cemento Sol. In this way the performance of the product was demonstrated over time, and spread through a 360 campaign.
“This recognition is gratifying for us and it becomes an incentive to continue striving for innovation and effective communication of the brand. We really enjoyed working on the Cemento SOL anniversary campaign, because we put in value not only its constructive trajectory, but above all the accompaniment to Peruvian development. We are pleased that this work has been seen and awarded at the LATAM level, “said Gabriel Barrio, Sub Marketing Manager of UNACEM.
The Latin American Effie Awards seek to recognize excellence in the most effective communication practices in Latin America and in this edition were 123 finalist cases from the various participating countries.
For its part, Ricardo Ortiz, Executive Vice President of FCB Mayo, the agency that carried out the campaign, explained the development of the creative process: “We wanted to relate the anniversary of Cement SOL with the essential benefit to the consumer of the product: resistance. This was done through tangible tests, which showed the master of the Cemento Sol resistance over time, and the best example was the emblematic works of the city built with the product 100 years ago and still standing “.
This campaign was the largest in the history of the brand and expanded through activations that sought to have direct contact with the general public and the target. For this, they placed giant frames of Renaissance style, that gave the sensation of being works of art in exhibition. In addition, there was a bus with a panoramic view that made tours to visit some of the most representative buildings such as the Palacio de Justicia, Civic Center, Casa Rímac, Hotel Bolívar, Express Way, Lima Art Museum (MALI) and National Stadium.
It should be noted that the celebration of 100 years of Cement Sol began in early 2016 with the renewal of the product packaging that included elements of the original bag, dating to 1916. In addition, this is not the first time that UNACEM wins an award in this important award. Already in 2016 the company won the Golden Effie and the Great Effie with another of its brands, thus demonstrating the direct impact they have on the consumer through innovative communication strategies.
Finally, it should be noted that this campaign was developed in conjunction with the agencies Llorente & Cuenca, Good Rebels, Dinamo and BPN Media Connection.
Watch the winning spot for Cement SOL at: https://www.youtube.com/watch?v=TCZfasMCCXc
Positioning Cemento SOL:
According to Kantar Millward Brown, through the study “The 50 most valuable brands in Latin America BrandZ 2017”, Cemento SOL locates for the third time in the ranking of Peru in the Top 10 with a value of US $ 165 million.
In Peru, Cemento Sol is in the “top of mind” of Peruvian builders and has more than 96% numerical distribution in Lima. According to a study carried out by Arellano Marketing, 75% of Limeños who build their homes know what materials or finishes to buy before they start to build, and in terms of cement brands they know best, Cemento Sol obtained a 98% recall. In addition, the study indicates that the attributes that most value are quality, brand and duration, rather than low price.