Insight
The Fire Department needed new volunteers, so it needed to capture the attention of young men, telling them that they are qualified to be firefighters. In Panama double meaning with sexual connotations is seen on daily basis. It's part of the communication codes used by young people. So, UM wanted to communicate with them in their own language playing on the double meaning: that men are naturally equipped with a hose, and that the power is in their hands.
Strategy
Men dream about being firemen when they are kids but forget it when grow up. Also, UM found the perfect place and moment when they are holding a 'hose' in their hands: when they were at the men restroom peeing. It's also a moment when it would have all their attention, without any other distractions.
Execution
UM created a new media place for this campaign: the urinals of men restrooms in bars, universities, malls and cinemas. The agency placed stickers printed with thermo-sensitive ink that reacted to the temperature of the urine. When the warm urine came in contact with the sticker, the ink went transparent, exposing flames and revealing the message: "You've Got Talent, Join as a volunteer of the Fire Department". This action was covered by all the media: radio stations, entertainment web sites, national TV and newspapers, generating not only news but also comments about the very different and fun way of reaching young people.
Results
During the first two months Panama Fire Department had 1,732 calls, exceeding the 350 vs same period last year, quintupling the number of applicants. As The Volunteer Hose had national media coverage and broadcast, the low cost activation had a return of 40 times the money invested.