Ripercuoto: The country you don’t know.

Situation: The government organization Fideicomiso de Conservación de Puerto Rico creates PARA LA NATURALEZA (For Nature). It is a unit created specifically for promoting a higher level of engagement from the common citizen, those are neither a part of the scientific community or are involved in any environmental field of study.

The Problem: What could yet another entity dedicated to the environment achieve? A lot of people feel they have seen everything Puerto Rico has to offer. That there is nothing new or interesting that would make them want to get to know anything they aren’t already familiar with.  

Solution: Create a new country for them to meet.

How did we create it? We identified several regions in Puerto Rico with very peculiar and interesting things to do or visit and that are unknown to the average person. 

Phase 1: Then we launched an advertising campaign showing these locations and claiming you should discover these unique places found only in this “new and unknown country”.

Teaser / TV

Teaser /  Prints

We gave this new country a webpage, with maps and general info, just like any other real country would have.

And we created profiles for it on the most used social media platforms. 

Results from phase 1:

The buzz we created for this RIPERCUOTO got us 8 thousand Likes on Facebook in just two weeks.

 And a lot of speculation about what RIPERCUOTO really was.

Phase 2: After a few weeks of promotion, we followed up with this campaign.

That’s when we revealed that RIPERCUOTO was actually an anagram for Puerto Rico, simply because there were still a lot of places in the Island that they could discover with new things for them to experience, enjoy and protect.

And that the path to find this unknown Puerto Rico was through Para La Naturaleza