Redescubriendo la identidad de un paÃs.
Author | Ancery, Paula |
[ILUSTRACIÓN OMITIR]
Pocos desafíos comunicacionales tan difíciles de superar como la puesta en marcha de una marca país. Pero fue lo que se propuso la Comisión de Promoción del Perú (PromPerú), y le encomendó la tarea a Young & Rubicam Lima.
[ILUSTRACIÓN OMITIR]
"El desafío fue hacer conocida la marca entre los propios peruanos", explica Flavio Pantigoso, director creativo ejecutivo de Y&R. "Posteriormente vendrá la campaña de difusión a nivel internacional".
Lo curioso es que los primeros peruanos interpelados fueron ... norteamericanos. Existe en Nebraska un pueblo de unos 600 habitantes llamado "Peru". De modo que son "peruanos", pero no sabían qué significaba serlo. Por eso, Y&R les envió un contingente de doce celebridades peruanas latinoamericanas: chefs, actores, un conjunto de baile afroperuano, una cantante folklórica y otro lírico, dos campeones mundiales de surf y un conductor de televisión.
Con 50 horas de filmación de los "peruvians" convirtiéndose en "peruanos", se realizó un corto de 15 minutos. Además de servirles comidas y bebidas típicas, cantar, bailar y jugar, y hacerles regalos autóctonos como ponchos, ekekos y chullos (los gorritos de lana con pompones colgando de las orejeras), hasta se hizo "surfear" a los peruanos de Nebraska. Esto se logró extendiendo una lámina de plástico azul sobre el piso e invitando a los nativos a cruzarla con un skate, mientras los peruanos sudamericanos levantaban un extremo de la lámina y los envolvían formando una ola, para diversión de todos.
"Podríamos haber enrumbado por la solución burocrática de siempre, y hacer el enésimo spot institucional, solemne, paisajístico sobre Machu Picchu, los incas y demás para peruanos que ya están cansados de saber qué significa todo eso. La clave fue tratar a Perú como marca y no como 'estado'", cuenta Pantigoso a Latin Trade.
Y añade que "el propio brief nos brindó la clave: ¿no sería una tragedia que hubiese un solo peruano en la tierra sin saber lo maravilloso que es ser peruano?"
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