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National College
Pensar la Muerte
PR
Mexico City
2016
Digital, PR
Context
An event with Mexico's leading minds
El Colegio Nacional is an institution that brings together writers, scientists, philosophers, and artists to disseminate knowledge as a cultural community serving Mexican society.
In this endeavor, El Colegio Nacional held its most important event of the year: a gathering that brought together more than 50 scientists and intellectuals from around the world to Think About Death through conferences, panel discussions, and concerts, with perspectives from diverse disciplines ranging from biology, physics, and astronomy to philosophy, music, and literature.
All of this took place during a week of daily events from October 16 to 22.
Objective
Promote the most important event of the year for El Colegio Nacional and reach not only an academic audience, but an audience that included members of Mexican society, primarily young people. Strong amplification was essential to ensure a large turnout and a full auditorium at each event.
Challenge
Although these events are free to attend, they rarely generate interest and attendance beyond the academic community. How do you reach an audience with little interest in culture and science? How do you invite a non-academic, young audience and make the event appealing to them?
The Idea
The proposal was to create a promotional campaign that went beyond academic journals and traditional newspapers. For the first time, we gave El Colegio Nacional a predominantly digital campaign through social media advertising, 3D gifs, content, advertorials, and display banners on the main websites frequented by young people. This allowed us to reach a new audience, optimize cost per impression, achieve a much more cost-effective campaign, and reach more people than with a traditional campaign.
We reinforced the digital campaign with urban advertising on Metrobús and billboards at key transit points for students and young people, such as the Condesa, Roma, Juárez neighborhoods and the Coyoacán area.
The campaign led to a landing page (pensarlamuerte.mx) with information about the colloquium and the ability to watch each event via live streaming.
Thinking about death to think about the immortality of life.
