AGENCY
Hills Balfour UK
London, UK
CLIENT
PromPeru
SITUATION
Increase awareness of Peru in the UK market through a high profile stunt to generate hype and exposure.
Action
Co-ordinated a promotional stunt in central London involving the build of a model of Machu Picchu out of Lego. Peruvian culture was showcased with Peruvian dancers performing and Peruvian people in traditional dress responsible for interacting with passers-by and giving out Peruvian chocolate. Celebrity TV presenter and adventurer Ben Fogle was hired to endorse the one-day event, helping to promote Peru to passers-by as well as to the media in order to generate additional press coverage.
Results
12,000 bars of Peruvian chocolate were distributed to consumers including a tour operator call to action to visit Peru. An advertising value equivalent of £330,600 was achieved in the UK, US and Peru, reaching an estimated audience of 38,420,258.
