Raul Lopez Rossi Creative Director of the Triki Triki Bang Bang Campaign Interview in English Windows Media | MP3

My name is Raul Lopez Rossi, I am Creative Director of the Triki Triki Bang Bang Campaign

The strategy was simple because the campaign’s objective was very clear. The aim was to reach a massive target audience of middle and lower-middle class people. We set out straight away to create a very popular song. We also used celebrities to appeal to the masses, that people could easily recognize, so the positioning was clear from the beginning.

Then we started to talk about the messaging of the target audience and of this type of music in particular. That’s how we generated the “cumbia” of the “triki triki”. The onomatopoeia of “triki triki bang bang” is not explicit, but neither does it mystify the information – rather it makes it more attractive and more appealing to people. We think that the objective was achieved because the campaign had a great impact in the target audience and they could identify with it.