Parque de la Costa First-Person Emotions: A Thrilling Campaign Experience
The independent agency Niña and Parque de la Costa have joined forces to launch a groundbreaking campaign that vividly conveys the sensations generated by the attractions of this renowned amusement park. Titled “First-Person Emotions,” this campaign aims to capture and share the raw excitement and adrenaline of visiting Parque de la Costa.
Bringing the Park’s Excitement to Life
“We knew that words are often insufficient to describe the experiences at Parque de la Costa. Adrenaline, euphoria, excitement—these words alone cannot capture it all. That’s why, together with the Niña team, we set ourselves the challenge of constructing a campaign that could convey these sensations to the public as authentically as possible,” said Sebastián Bulgheroni, COO & CMO for Latam of Fénix Entertainment Group.
A Bold New Approach
At the heart of this innovative idea was the firsthand experience of the park. The campaign involved a unique approach: having a broadcaster ride the roller coaster and capture their experience live. Out of seven announcers presented with this challenge, only one, Eduardo Ferrari, bravely accepted. He rode the roller coaster while recording a radio spot on-site, his thrilling experience documented by a camera placed in front of him.
Transforming Radio into an Experience
Fermin Varangot and Artur Ziguratt, creative directors at Niña, explained, “We aimed to transform radio into a medium that conveys the lived experience at Parque de la Costa. Being the largest amusement park in Argentina, we wanted our communication to match its grandeur.” This innovative approach ensured that listeners could feel the excitement and adrenaline as if they were riding the roller coaster themselves.
Expanding the Campaign
The “First-Person Emotions” campaign is not limited to radio. While the radio spot offers a sneak peek, the campaign is set to expand into other formats such as digital and Out of Home (OOH). This multi-format approach ensures that the thrilling experiences at Parque de la Costa reach a wider audience, inviting more people to feel the excitement and joy of the park.
A Professional Campaign
This professional campaign titled “First-Person Emotions” was published in Argentina in May 2024. Created for Parque de la Costa by the ad agency Niña, the campaign falls under the integrated media category and relates to the amusement park industry. The primary aim is to offer an authentic, engaging experience that captures the true essence of the park’s attractions.
Conclusion
Parque de la Costa’s “First-Person Emotions” campaign is a testament to the power of creative marketing. By capturing the live experience of riding a roller coaster and sharing it through various media, the campaign not only promotes the park but also offers a glimpse into the thrilling adventures that await visitors. This innovative approach ensures that Parque de la Costa stands out as a premier destination for excitement and fun.
Join us in experiencing the thrill and excitement of Parque de la Costa, and feel the “First-Person Emotions” that make every visit unforgettable.
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