Luciano Leone
Head Of Art at Fahrenheit DDB
Lima, Peru
TitleThe concert no one was waiting for
Advertiser BBVA
Brand BBVA
Date of First Broadcast/Publication
Business Sector Banking & Financial Services, Investments, Stock Brokers
Story BBVA asked all Peruvians to join them and bring back Peruvians most iconic rock star: Pedro Suarez Vertiz. He stepped away from stage due to Dysarthria, rare motor speech disorder that wont let him speak again.
First, we offered all Peruvians a challenge: If 1 million people ask for Pedro Suarez Vertiz to come back, he would. People simply had to sing a petition as loud as they could in order for Pedro to hear them. Over 1.4 million people participated. Two months later, Pedro was back in a unique concert where he contributed the music and the crowd was his voice. We installed over 800 microphones inside the stadium to get people voices and sing for him 
Problem BBVA is the bank of the people, and is responsible for helping Peruvians to achieve their dreams. For that reason we needed to find a motivation that could move them to reach a common goal that we could help to achieve. 
Result At the first stage of the campaign over 1.4 million people participated. The concert was a hit in every possible way. People simply had to sign a petition including their personal details and sing as loud as they could in order for Pedro to hear them. Over 40 thousands Peruvians were able to see their legend on stage again. The bank collected almost 2 million data from the people who participated. We got 90% of positive feedback in social media and the BBVA bank saved 1.5 million dollars in free press. The concert reached 100% of the audience of Peruvian´s on Twitter. 
Media Type Events
More Information
Director of Marketing
Chief Creative Officer
Chief Executive Officer (CEO)
Head of Digital
Creative Director
Art Supervisor
Art Director
Media Planner
Account Director
Account Supervisor
Production Company
Assistant Editor
Editing Company
Post Production
Agency Producer
Agency Producer

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