On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. During her achievement, she held her breath in for 2 minutes 45 seconds
Problema
In order to turn a record of an unknown sport into a record of an entire country, we used the most important newspaper of the country to publish an ad with a story that took to be read, the same time that Sofía took to immerse. With this action, we challenged Colombians to read it holding their breath in, mark their own record and then post a picture on their social networks adding the hashtag #BBVAconSofia (#BBVAWithSofia). The ad also invited people to visit a site where they could read the text, mark the time they read without breathing and share their record in their social networks.
Resultado
1,9 million readers in 24 hours 16 million impressions on social networks in just a weekend Trend Topic for an entire day