152 The Best Digital Marketing Campaigns in the World
trendsetters. They dictate what is cool and what’s not. If they say Pampero is
cool, everybody else agrees with them. Job done.Traditional advertising simply doesn’t cut it with this tribe; a heady combina-
tion of digital and art unequivocally does.Action
Using Pampero Fundación, a foundation created by the brand to support alter-
native artists, the campaign created the world’s first ‘ephemeral museum’ to
highlight the wonderful street art of Lisbon before the local authority could
implement a plan to ‘clean it up’.The team started by identifying the best pieces of street art in Lisbon’s Bairro
Alto district. They then created a central website with details of the art, a map
and a downloadable MP3 audio guide – everything you’d need to hit the
streets with your MP3 player and experience some of the most outstanding
alternative art in the city... and all for free. Social media channels were also
harnessed to foster conversation and buzz around the whole ‘ephemeral
museum’ concept.Results
With an annual budget of only €30,000 the campaign generated brand visibil-
ity with an estimated value of more than €940,000, and counting.According to Millward Brown (Brand Image Tracker), in a few short months
Pampero hit sales expectation for the entire year, doubled its trial percentage
and tripled its ‘Top of Mind’ percentage. Pampero matched its leading com-
petitor in sales and in brand awareness level, which is truly remarkable con-
sidering that the competitor has been in the market for 15 years.