Garbarino is a leading electronics store in Argentina. But in a market where the majority of competitors sell the same technology, how can we reposition the brand to feel as advanced as the technology it sells? We created a big campaign which started with an un-branded video teaser on YouTube. It began with the iconic DeLorean from the Back To The Future movies crashing into a Garbarino storefront. After a few days of speculation on the internet, mad scientist Doc Brown gave a press conference, in which he apologized for any damage he may have caused and volunteered to be the new face of Garbarino to compensate the company for his action.

Published
September 2012
Topics

The Story

Garbarino is a leading electronics store in Argentina. But in a market where the majority of competitors sell the same technology, how can we reposition the brand to feel as advanced as the technology it sells? We created a big campaign which started with an un-branded video teaser on YouTube. It began with the iconic DeLorean from the Back To The Future movies crashing into a Garbarino storefront. After a few days of speculation on the internet, mad scientist Doc Brown gave a press conference, in which he apologized for any damage he may have caused and volunteered to be the new face of Garbarino to compensate the company for his action.

We’re always thinking about how to use existing technology to enable us to achieve more. YouTube is the second most used search tool in Argentina. We knew that if we started with a teaser campaign on YouTube, we had a good chance of building buzz.

The Technology

The Results

We received mass media coverage throughout the country, including coverage in 1,000 worldwide online sites, including news portals such as The New York Times. We were the number one trending topic on Twitter over 48 hours, had more than 1,000 comments and 10,000 likes on Facebook and 3,000,000 plays in YouTube in one week. The campaign was also in the Most Viewed, Top Rated and Top Favorites on YouTube Trends for two days straight.

60

team members working on this project

350

total hours spent on this project

0

lines of code written

Launch Date Sept. 2, 2011