Jan '06/Punta del Este, Uruguay

Lovemarks in Punta del Este

Del Campo/ Nazca Saatchi & Saatchi decided to learn more about the Lovemarks of their community by meeting people on their summer vacation, in one of the most beautiful and inspiring landscapes of South America - Punta del Este.

Integrating Lovemarks with the intimacy, sensuality and mystery of an exclusive boutique hotel, Le Club, Del Campo/Nazca Saatchi & Saatchi worked in collaboration with Apple in Uruguay and Argentina to set up Mac computers in the hotel lobby. Guests were able to surf the web, chat online or listen to music the same way as in Apple Centers worldwide.

Before they could log onto the computers, each guest had to complete a short questionnaire based on Lovemarks they desire and love. Each question proposed a hypothetical story that led the person to share how they felt about their favourite brands.

Through this activity, Del Campo/Nazca Saatchi & Saatchi learned that people are in love with all sorts of things: credit cards, beer, airlines, cars and cell phones. Even washing powder had people in love with them.

Tthe agency also learned that no matter what category a product is in, all of them had a chance to be a Lovemark. Once a brand achieves Lovemark status, it leaves a mark on people’s lives that sometimes lasts for generations.

Del Campo/Nazca Saatchi & Saatchi enjoyed thinking, rethinking and carrying out this project. It reinforce their passionately curiousity and need to learn from people.