Marketing de alto impacto: iPod Nano y el Banco Interamericano de Desarrollo

En abril del 2008 fuimos convocados por el comité organizador de la reunión anual de Banco Interamericano de Desarrollo (BID) para diseñar una campaña de marketing de alto impacto como acción de bienvenida a los ministros de economía participantes del evento.

La acción consistió en entregarles un iPod Nano Video con varios vídeos pregrabados en su interior, en donde se describían los temas que se desarrollarían durante las reuniones, un mensaje de su presidente y un video institucional acerca de la ciudad anfitriona (Miami).

El impacto que causó la acción superó nuestras expectativas y fue la primera vez en donde un disposito portable diseñado originalmente para el entretenimiento se transformaba en una herramienta de comunicación directa e innovadora.

Este es el comunicado de prensa que se difundió entonces :

MIAMI BEACH, Fla. — The IDB Miami 2008 Host Committee and Reporte Informativo announced today the launch of an innovative campaign to welcome the members of the Board of Governors of the Inter-American Development Bank and the Inter-American Investment Corporation to their 49th Annual Meeting, to take place in Greater Miami from April 4 to April 8 at the Miami Beach Convention Center.

A core element of the campaign is a special welcome package encompassing an audiovisual greeting message by Jorge L. Arrizurieta, Chairman of the Host Committee, as well as institutional information about the IDB and the 49th Annual Meeting. The information, included in specially engraved iPod nano gear, will allow governors access to all details of the regional event at their fingertips.

“We are delighted to use state-of-the-art technology as part of our warm welcome to the governors of the IDB to Miami,” said Arrizurieta. “Miami is a communications hub and we support innovation and advanced technologies at every level. We are proud to use the latest in digital media technology to deliver messages in Miami style.”

The digital welcome package was developed and funded by Reporte Informativo Digital Consulting, the digital powerhouse of Reporte Informativo, an Argentine company with 12 years in the communications industry. The creative approach used a device originally developed for entertaining purposes as a means of communication.

“We thank Reporte Informativo for bringing their creativity and knowledge, and for contributing with our volunteers, staff, dedicated workers and public and private partners to make this meeting in Miami the best Annual Meeting in the IDB’s history,” added Arrizurieta

“It is encouraging to see how modern Latin American organizations embrace the idea of using portable communication devices as a new communications channel to share their messages and ideas in an innovative, compelling way,” said Cristian Parodi, president of Reporte Informativo. “We are excited to see how digital communications tools are transforming the way Latin American institutions and organizations interact with their stakeholders and with their target audiences.”

About Reporte Informativo

Reporte Informativo is an added value services provider of Information Intelligence and Digital Consulting for marketing, corporate communications and public relations divisions of corporate, non-governmental and governmental institutions. The company, founded in 1996, is well known for its capacity to innovate using new technologies and digital media, its staff’s professionalism and the quality of its products, which range from media monitoring to media analysis and development of new digital media tools. Reporte Informativo provides services to more than 150 corporations through fully-owned offices in Miami and Buenos Aires, and a network of affiliate companies based in Mexico, Brazil, Chile, Colombia, Peru, Panama and Puerto Rico. For more information visit: www.reporteinformativo.com

Reporte Informativo se especializa en la auditoria de medios tradicionales y redes sociales de Argentina, Brasil, México, Chile y resto de América Latina (Latinoamérica) , y en la producción de contenidos para campañas de marketing 2.0. Más información en www.reporteinformativo.com.ar

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