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  • Writer's pictureKetchum Argentina

#ConnectedHeats - Vidacol

Cliente: Danone

For Connected Hearts, Ketchum received the Bronze Lion in PR at the 2013 Cannes Lions International Festival of Creativity, the Silver Pencil that rewards Argentine creativity and achievement, and a Silver Certificate of Excellence at the SABER 2013 US awards. During World Heart Month, Vidacol, together with the Argentine Cardiology Foundation and the Government of the Autonomous City of Buenos Aires, invited Argentines to participate in its “Connected Hearts” campaign and donate their beats to give life to the Obelisk during a evening. In just three days, 20,000 pulsations were collected that later became light and sound and made the Obelisk shine, which beat to the rhythm of people's hearts and became a symbol of coronary health. Practically all the local prime time newscasts covered the news and even international media, such as France, Spain and Chile -among other countries- echoed the news. The initiative also had a positive impact on the health of Argentines: for each heartbeat, Vidacol donated reagents so that citizens could undergo a free cholesterol level analysis at the Healthy Stations provided by the City Government. With this action, 20 thousand free tests were carried out to know the cholesterol level. Results: more than 180 repercussions on TV, graphic media, radio and web. + 3,500,000 pesos in ad value. + 39,000,000 CONTACTS. 14 International - 24 Television - 13 Radio - 20 Newspapers - 6 Magazines - 20 Internet Sites - 64 Tweets *

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