Client: Pavco-Wavin Peru
Agency: Mayo Publicidad
Project Type: Brand Awareness Campaign
Role: Copywriter – Copywriters Team
Skills Used: Humorous Messaging, Scriptwriting, Brand Awareness
Pavco-Wavin launched Los Piratas to promote their new security belt, ensuring customers received authentic Pavco-Wavin pipes. The campaign avoided focusing on piracy’s negative connotations and instead leaned into humor, using an adapted version of a popular pirate-themed song to highlight the importance of buying genuine products in a fun and engaging way.
Project Brief
Problem: Pavco-Wavin faced competition from low-quality imitation pipes, making it essential to raise awareness about the importance of product authenticity.
Objective: Promote the use of Pavco-Wavin’s security belt to ensure customers could identify and purchase only genuine products, while increasing brand visibility with a humorous, memorable campaign.
Creative Approach
Strategy: The campaign adapted the lyrics of a popular pirate-themed song into a playful jingle about the risks of buying cheap, low-quality pipes. Instead of focusing on the negative aspects of piracy, the lyrics were humorously reworked to communicate how only Pavco-Wavin pipes could truly solve customers' plumbing problems.
Concept: "Los Piratas" drew on the idea that while pirates (or imitators) might try to fool customers, Pavco-Wavin's security belt guarantees originality and quality.
Execution: A fun, energetic video was produced, featuring lively characters and a musical performance based on the adapted pirate song. The video was shared across social media and digital channels to engage customers with humor and reinforce Pavco-Wavin’s brand message.
Results
Impact: The campaign successfully increased brand awareness, associating Pavco-Wavin with both quality and humor.
Engagement: The video generated significant engagement across social media, increasing public awareness of the security belt feature and driving discussions around product authenticity.