-ache-

ACHE X años

PR

THE  MOST IRRELEVANT BOOK OF THE DECADE

Activity
PR

Coverage
MEXICO

Date
2015

WHO CARES ABOUT OTHER PEOPLE’S BIRTHDAY?

No one, accept it!

Millions of people, brands, and businesses have birthdays every day and they are completely irrelevant to the rest of the world, and even more irrelevant if it is the birthday of an independent Mexican advertising agency.

OBJETIVES –

To celebrate 10 years of ACHE in a fun and unique way to generate an impact beyond the people who work at the agency, our clients and the advertising industry. Something to reach everyone.

Challenge –

How to make the tenth anniversary of Ache a relevant fact for a large audience?

The idea –

What makes an event relevant?

Significant events don’t occur everyday. Millions of events are born and die everyday, piling up in the annals of the historically irrelevant facts where, without a remedy, our anniversary would rest.

Then we thought of rescuing some of the most important inconsequential events of the last decade and compile them into a work that became a major event, but above all, transcendent.

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Captura De Pantalla 2016-03-11 A La(s) 21.45.32
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Captura De Pantalla 2016-03-11 A La(s) 21.29.48
Captura De Pantalla 2016 03 11 A La(s) 21.45.32 Captura De Pantalla 2016 03 11 A La(s) 21.27.48 Captura De Pantalla 2016 03 11 A La(s) 21.28.02 Captura De Pantalla 2016 03 11 A La(s) 21.27.32 Captura De Pantalla 2016 03 11 A La(s) 21.31.58 Captura De Pantalla 2016 03 11 A La(s) 21.32.26 Captura De Pantalla 2016 03 11 A La(s) 21.33.19 Captura De Pantalla 2016 03 11 A La(s) 21.29.30 Captura De Pantalla 2016 03 11 A La(s) 21.33.59 Captura De Pantalla 2016 03 11 A La(s) 21.29.48

How did we do it? –

We invited partners of the agency, customers and friends to elect irrevlevant historical facts to form an editorial compendium concentrated in a single piece: the book ” THE LEAST IMPORTANT FACTS LAST DECADE.”

We collaborate with Xavier Velasco , one of the leading contemporary writers of our country; totally irrelevant, daring and funny writer, who wrote the book’s foreword .

CONCEPT –

We had the audacity to make fun of our news, saying it was is not news, and we published the book … ” THE LEAST IMPORTANT FACTS LAST DECADE “.

An inventory of the most absurd facts, buried by a collective indifference, to honor their insignificance, written to celebrate our anniversary for all the people who have been part of ACHE in the last – and only – decade.

“There are facts that enter the annals of history. The 10th anniversary of an independent Mexican agency … is not one of them.”

What were the results of the campagne?

Sold out in four weeks

The first print run of 1,500 copies sold out in just 4 weeks of going on sale in major bookstores, as well as AMAZON and IBook in digital format.

130 reviews in major media outlets

More than 130 media reviews the work, including television, print and digital media, which boosted the agency positive with mentions.

In the FIL

The presentation was present at the most important book fair in Mexico and Latin America: the Guadalajara International Book Fair.

ROI of 100 thousand USD

We achieved a spectrum of impacts greater than 2.5 million via media to the benefit of ACHE. The large media coverage generated 96,774.19 USD.