London International Awards
2022 Winners and Finalists
Bronze
Creativity In PR
Crisis Management - Reactive
Entrant: | Interaction Costa Rica, San José |
Brand: | Data Center CR |
Title: | "From Hydro To Crypto" |
Corporate Name of Client: | Data Center CR |
Client President: | Eduardo Kopper |
Agency: | Interaction Costa Rica, San José |
Agency Chief Executive Officer: | Erick Apuy |
Agency President: | Erick Apuy |
Agency Creative Chairman: | Erick Apuy |
Chief Creative Officer: | Erick Apuy |
Creative Director: | Rafael Rivera |
Creative: | Frida Wagner |
Senior Copywriter: | Kevin Alpízar |
Copywriter: | Ana Estrada |
Art Director: | Ivannov Herrera |
Cinematographer: | Jonathan Castillo |
Editor: | Jonathan Castillo |
Designer: | Ivannov Herrera |
Written Brief:
Despite the growing global demand for clean energy, private Costa Rican producers, whose electricity purchase contracts with ICE (state monopoly) are about to expire, would be disconnected from the national grid. Current laws give them no choice but to close.
We had to transform ourselves so as not to disappear and find a way to monetize the millions invested on the infrastructure of private hydroelectric plants ($800 million dollars), considering the regulations of the electricity market.
Mining equipment is energy intensive, so as a solution, we converted disused hydroelectric plants into one of the world's first green crypto mining centers, powered exclusively by water. We created a "data processing center" and rented spaces to mine with "energy included".
Through an effective strategy we managed to capture the attention of the media and our target, and thus developed a more profitable business with greater projection.