If you’ve been reading this blog long enough, you know I’m a big fan of TED. We’ve featured many of those inspiring talks in the past but this is the first time that TED itself is the brand being promoted.
The exercise was designed to spread the message of TED to the masses, and nobody better to do that job in Buenos Aires than the ever opinionated taxi drivers. They could talk ‘fluently’ of anything and everything under the sun. So they invited 50 taxi drivers to the TEDx Buenos Aires conference and let them watch 6 hours of the most compelling videos on TED.
For one week (and probably more), the taxi drivers part of the campaign talked to their passengers about the amazing things they've heard of and witnessed on video, generating and incredible word of mouth about the brand and the local conference. 7,000 people reached with a very insightful and effortless idea. The case study is quite entertaining.
Done by Ogilvy Argentina.
Regional Executive Creative Director, Geometry Global Asia Pacific