Winning a prestigious international award is always a source of pride, even more so when creativity and its execution have been propelled by reinvention as a result of the current situation in Puerto Rico.
Thus was born the #EstoPROMete – Your Virtual Prom 2020 initiative, awarded with the FePi Online 2020 Special Prize: COVID-19 in the “Social Networks and Influencers” category, awarded by the Fundación Comunicar of Argentina, which organizes the International Festival of Independence Advertising in its 14th edition.
The award recognizes creative ideas that are useful to the community in a variety of ways, in this case conceptualized and realized by Blend Marketing Solutions, a local 180° private marketing practice, created by Linette M. Torres and Melina Martínez in 2016.
“2020 has undoubtedly been a difficult year. Puerto Rico has been through earthquakes, storms and, like the rest of the world, the COVID-19 situation. As a result, the school year was cut short and for thousands of graduates across the island, their long-awaited graduations and proms were cancelled,” Torres said. school has been cancelled, affecting them emotionally, among other ways.”
The team of women who make up Blend Marketing Solutions – specifically Zaigret Canals, Creative Director and Gabriela Franquiz, Account Executive – used their multi-generational synergy to create a project that could unite the graduate community in Puerto Rico, bringing them joy and pleasure. even in quarantine time.
“This is how #EstoPROMete – Tu Virtual Prom 2020 was born, a virtual party where graduates, their parents and teachers enjoyed a night of music and fun. We brought together two of the best DJs in Porto Rico, accompanied by their host, influencer Didi Romero,” said Melina Martínez, who before joining Blend worked as Marketing Manager for the Caribbean and Central America.
“Not only were we the first Puerto Rican virtual prom, but #EstoPROMete became a community because leading up to the event, we interacted with our audience through lives, influencers, tutorials, giveaways and artist kudos for students,” she added.
On the evening of the event, more than 30,000 spectators were able to dance and have fun at home via Facebook, Instagram, YouTube and Zoom. According to the comments posted by the participants, it was a fun evening.
“We were very excited when we saw that we were selected for the list of finalists made up of 74 major agencies from different countries such as Mexico, Colombia and Peru, but above all that we were the only agency in Puerto Rico”, said said Canals. . “When we received the bronze medal, it was a real cause for celebration as an agency.”
Argentina’s FePi Online 2020 received nominations and original idea submissions from over 30 countries from agencies, studios, businesses and independent creative consultants. The jury was made up of seasoned industry professionals.
Given the tragic circumstances that the world is going through, the 2020 edition of the festival was held under the slogan “Indie Solidarity Initiative”, since part of the registration fee was donated to Médecins Sans Frontières for the Coronavirus Crisis Fund of this international NGO. . For 14 years, the FePI has been the largest and fairest competition of the largest community of independent agencies. This year, the contribution of participants from more than 30 countries made it the only festival in the industry with a real goal of support.
#EstoPromete has become an institution, hosting its second #EstoPRomete: Dive Edition as a virtual party that gave way to early summer, with a view to continuing to create events to form a series.
Blend Marketing Solutions is an agency with clients in the Consumer, Pharmaceutical, Food, Services and Entertainment categories. The agency is one more example of successful adaptation to this era and the willingness to evolve with purpose.