Cannes Lions 2009 - Серебряные призеры в номинации Promo Lions
TED696 PROJECT
Type of Entry:
Use of Media
Category:
Best new Product Launch/Re-Launch at Retail
Title:
TED696 PROJECT
Advertiser/Client:
LION NATHAN AUSTRALIA
Product/Service:
TOOHEYS BEER 696ML
Entrant Company:
BMF Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:
BMF Sydney, AUSTRALIA
Creative Credits
Name
Company
Position
Warren Brown
BMF
Executive Creative Director
Simon Langley
BMF
Creative Director
Chris James
BMF
Creative Director/Interactive
Shane Bradnick
BMF
Art Director
Michael Canning
BMF
Copywriter
Johnny Brian
BMF
Interactive Art Director
Sora Nobari
BMF
Digital Producer
Ed Stuckey
BMF
Flash Developer
Sarah Thompson
BMF
Art Buyer
Clinton Bell
BMF
Print Production
Shepard Fairey/Studio Number One
Artist
Dmote
Artist
Luca Ionescu
Artist
Nick Garret
BMF
Group Account Director
Fleur Kennedy/Michelle Bradfield
Account Service
Simon Mccrudden
BMF
Strategic Planner
David Cook
Optimedia
Communication Strategist
Describe the brief from the client:
Many Australian beer brands also sell their product in a larger-size в??longneckв?? bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle в?" the TED 696ml.
Describe how the promotion developed from concept to implementation:
In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if we could own this bag we would in effect, own the category.
So we launched the TED696 Project в?" a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of в??696в?T. We then opened the competition to the wider public.
Describe the success of the promotion with both client and consumer including some quantifiable results:
In the first 8 weeks, over 500,000 longneck bottles of TED were sold
representing $9 in sales for every $1 invested.
The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site.
During the 5-week competition period, we received a cutting edge design every 84 minutes.
MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally.
The bag design promotion was so succesful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.
Explain why the method of promotion was most relevant to the product or service:
Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium.
GAME OF DEATH
Type of Entry:
Use of Media
Category:
Best new Product Launch/Re-Launch at Retail
Title:
GAME OF DEATH
Advertiser/Client:
NOKIA
Product/Service:
N96 BRUCE LEE LIMITED EDITION PHONE
Entrant Company:
JWT BEIJING, CHINA
Sales Promotion/Advertising Agency:
JWT BEIJING, CHINA
2nd Sales Promotion/Advertising Agency:
A4A Beijing, CHINA
Creative Credits
Name
Company
Position
Polly Chu
JWT Beijing
Chief Creative Officer
Shankun Sun
JWT Beijing
Creative Director
Wei Huang
JWT Beijing
Copywriter
Dechun Qiu
JWT Beijing
Art Director
Lin Ma
JWT Beijing
Producer
Dan Ingall
JWT Beijing
Director-In-Charge
Patrick Yap
JWT Beijing
Senior Account Director
Jinjing Zhu
JQK Productions
Director
Jade Tang
JQK Productions
Producer
Wang Yu
JQK Productions
Post
Describe the brief from the client:
1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition.
2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 monthв?Ts salary in China.
The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee's face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster and special embedded content (ringtone, images, etc).
Describe how the promotion developed from concept to implementation:
The Nokia N96 is a 'powerful' internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero admired for his mastery of the 'powerful' martial art, Kung Fu. 2008 was when the N96, Nokia's flagship at the time, launched and the 35th anniversary of Bruce Lee's death. We saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand.
Our communication idea was to capture Bruce Lee fans' imaginations by bringing their legend back to life.
Describe the success of the promotion with both client and consumer including some quantifiable results:
What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame.
Results:
- 16+ million views globally exceeding target by 16x
- 1.2+ million unique visitors to campaign site v target of 10,000
- Click-through rate of 7.5% v target 1%
- 10,000s of comments, links, forwards...
- All online stock ordered in LESS THAN 5 DAYS
- Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc.
Explain why the method of promotion was most relevant to the product or service:
Our Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet 'dialect', was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store.
STORE THAT SELLS HOPE
Type of Entry:
Use of Media
Category:
Best new Product Launch/Re-Launch at Retail
Title:
STORE THAT SELLS HOPE
Advertiser/Client:
PORTUGUESE RED CROSS
Product/Service:
RED CROSS DONATIONS/HOPE
Entrant Company:
LEO BURNETT LISBOA, PORTUGAL
Sales Promotion/Advertising Agency:
LEO BURNETT LISBOA, PORTUGAL
2nd Sales Promotion/Advertising Agency:
ARC WORLDWIDE LISBOA Lisbon, PORTUGAL
Creative Credits
Name
Company
Position
Chacho Puebla
Leo Burnett Lisboa
Creative Director
Erick Rosa
Leo Burnett Lisboa
Copywriter/Creative Director
Renato Lopes
Leo Burnett Lisboa
Art Director/Creative Director
Cristina Almeida
Leo Burnett Lisboa
Production Director
AntГ?nio Junior
Leo Burnett Lisboa
Graphic Producer
AntГ?nio Franca
Leo Burnett Lisboa
Graphic Producer
Marta GuimarГ?es
Leo Burnett Lisboa
Account Director
InГЄs Almeida
Leo Burnett Lisboa
Account Director
Renata Ferreira
Leo Burnett Lisboa
Account Executive
Federico Bosch
Arc Worldwide Lisboa
Digital Producer
MГ?nica Rocha
Arc Worldwide Lisboa
Digital Producer
Daniel Palma
Arc Worldwide Lisboa
Designer
Tura
Leo Burnett Lisboa
Creative Advisor
Hugo Lage
Leo Burnett Lisboa
Av Producer
Describe the brief from the client:
The Portuguese Red Cross needed to raise funds for its main causes during the Christmas Season. We decided to promote the sale of a new product: Hope. For that we built a retail store inside a popular shopping mall in Lisbon. To sell Hope, a product you canв?Tt see, touch, wear or hear. But feel. And promote as the perfect gift alternative for this Christmas.
Describe how the promotion developed from concept to implementation:
Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping center. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty-- they would leave with their hearts full.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mallв?Ts top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever thereв?Ts a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving.
Explain why the method of promotion was most relevant to the product or service:
It was a Store that sold a product you cannot touch or see. And it was surrounded by dozens of actual stores with thousands of products. All that inside a mall during the busiest shopping season of the year. So, the promotional effort of advertising Hope as a gift alternative for Christmas, as a product proved to be just right. Because people embraced the idea and identified the Red Cross as part of the shopping experience. Also the way Hope was promoted was crucial to the success. With different sizes, values and kinds as they related to the different causes.
We were asked to find a new audience for the oldest film theatre in the Netherlands, De Uitkijk in Amsterdam.
Like many other small, independent (art house) cinemas in Europe, De Uitkijk is facing shrinking audiences and is struggling to survive.
The competition comes not only from so-called в??multiplexesв?T but also from home cinema and the Internet. De Uitkijk is looking for an increase in visitors of at least 10%. The target is a (preferably young) audience interested in в??quality cinemaв?T.
Insight: The new generation of film fans watches and shares movies online.
A whole new film culture is emerging outside the cinemas.
Describe how the promotion developed from concept to implementation:
To drive this в??new generationв?T of film fans to the De Uitkijk, a special film club was created: Upload Cinema. Itв?Ts goal was to bring the best videos of the web on to the silver screen. Every first Monday of the month, a fresh program of Internet shorts was screened at De Uitkijk. With a new theme each month. The audience could submit films from which an editorial team would select the best and compile a 90-minute program.
Upload Cinema was launched the way many online communities are: by invitation only. Without any form of traditional advertising, just by word of mouth and в??Member Get Memberв?T the club emerged rapidly.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Upload Cinema has been a great success right from the start. From the original invitation mailing of 300, more than 500 members were recruited in just three months (target 250). All the screenings are fully booked (100% of the seating capacity). Thatв?Ts four times more than usual on a Monday! (Target was 50%). The total number of visitors to De Uitkijk in the last three months of 2008 rose by 22% compared with 2007! (Target was 10%). A survey showed that out of the 38% of visitors who had never been to the film theater, 70% expressed interest in visiting De Uitkijk on other occasions.
Explain why the method of promotion was most relevant to the product or service:
By bringing в??the best of YouTubeв?T to the big screen, two audiences met: a new generation of film fans discovers De Uitkijk and в??quality cinemaв?T while an older audience discovered the в??wondrous worldв?T of web film.
At the heart of the (ongoing) promotion campaign are the monthly theme evenings, which are introduced live by the editorial team. Creating an intimate and memorable cinema experience worth spreading amongst friends and relatives. And generating a lot of return visits.
E-mail and website were used to inform, activate and connect (prospective) members. Low-budget posters and flyers are used in the cinema itself.
VILLAGE WHERE NOTHING EVER HAPPENS
Type of Entry:
Product & Service
Category:
Publications & Media
Title:
VILLAGE WHERE NOTHING EVER HAPPENS
Advertiser/Client:
CONECT - SPECIALIZED COUNCIL OF PAY TV THEMATIC CHANNELS
Product/Service:
PAY TV ADVERTISING/MIRAVETE VILLAGE
Entrant Company:
SHACKLETON Madrid, SPAIN
Sales Promotion/Advertising Agency:
SHACKLETON Madrid, SPAIN
Creative Credits
Name
Company
Position
Juan Nonzioli
Shackleton
General Creative Director/Copywriter
Juan Silva
Shackleton
Executive Creative Director/Copywriter
Carlos Janini
Shackleton
Copywriter
Carlos Alvarez
Shackleton
Art Director
Manuela Zamora
Shackleton
Audiovisual Production Manager
Cristina Cortizas
Shackleton
Producer
Luz GonzГЎlez/Lucia Angulo
Shackleton
Account Manager
Eva GalГЎn
Shackleton
Account Supervisor
Elvis Santos
Shackleton
Pr Account Manager
Lara Garcia
Shackleton
Pr Copywriter
Enric Nel-Lo
Shackleton
Interactive Executive Creative Director
Xavi De La Cruz
Shackleton
Digital Copywriter
Jaume Leis
Shackleton
Digital Art Director
Carlos Wassmann
Shackleton
Digital Production Manager
Daniel Rocasalbas/Carlos Jimenez
Shackleton
Digital Programming
Joaquin Garcia Morato
Shackleton
Digital Account Manager
Marta Selles
Shackleton
Account Executive
Pablo Gonzalez De La PeГ+a
Shackleton
Art Director
Irene Vidal
Shackleton
Digital Copywriter
Jordi RamГ?n
Shackleton
Digital Art Director
Describe the brief from the client:
Pay TV Thematic channels had spent 20 years running advertising campaigns talking about its advertising efficiency. In 2008, they were looking for a different reaction; it was time to stop talking about efficiency and start demonstrating it unequivocally through a real exercise involving 4 steps:
1) Choose an unknown and never-advertised-on-TV product.
2) Launch an advertising campaign only on Pay TV, with a clear call to action, getting attention for the product and its website.
3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.
4) Accredit Pay TV for the experimentв?Ts efficiency and announce it to the market.
Describe how the promotion developed from concept to implementation:
We headed for a challenge: create a different, unexpected tourism campaign amidst tourism campaigns that promise peoplelots of offers and activities, we chose to invite people to do nothing:
Our slogan was "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? COME TO MIRAVETE"
www.thevillagewherenothingeverhappens.com
Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included:
a) 3D virtual tour
b) Reservation office
c) Donations: buying tiles to restore the Church
d) Merchandising: doll replicas of the inhabitants, ringtones, screensavers.
e) Advergaming of the villageв?Ts most common activity: goat milking.
Describe the success of the promotion with both client and consumer including some quantifiable results:
- Amidst the current economic crisis, the thematic channels increased their advertising market share by a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7.5% of general TV Stations. (Infoadex/Sofres).
- 517,000 web visits.
- Estimated Publicity: 574,540в'¬.
- Awareness: 498% increase: before 390,840, after 1,568,700 (IMOP).
- Recall: 56% (CIMEC).
- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings).
- 650 links and references (YouTube, Facebook) (Infometrics).
- The two village bed & breakfast booked solid for 4 months.
Explain why the method of promotion was most relevant to the product or service:
The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a large, important city.
A few weeks later, Miravete had become a media and tourist phenomenon, attracting plenty of tourists and journalists.
The web and its features had simply thousands of users. The number of visits helped demonstrate the campaignВ?s impact. Subsequently, the в??Miravete Case Studyв?? was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.
SAVE THE WORDS
Type of Entry:
Product & Service
Category:
Publications & Media
Title:
SAVE THE WORDS
Advertiser/Client:
OXFORD FAJAR
Product/Service:
OXFORD DICTIONARY
Entrant Company:
Y&R Singapore, SINGAPORE
Sales Promotion/Advertising Agency:
Y&R Singapore, SINGAPORE
Creative Credits
Name
Company
Position
Rowan Chanen
Y&R Singapore
Executive Creative Director/Copywriter
Kirsten Ackland
Y&R Singapore
Art Director/Copywriter/Typograher
Rupert England
Y&R Singapore
Copywriter
Edward Ong
Y&R Singapore
Copywriter
Tom Ormes
Y&R Singapore
Copywriter
Siraj Mohammed Sirajuddeen
Y&R Singapore
Account Director
Stan Lim
The Upper Storey
Digital Art Director
Edwin Leong
The Upper Storey
Digital Copywriter
Aleksander Gvozden
The Upper Storey
Software Engineer
Kevin Lam
The Upper Storey
Project Manager
Chandra Barathi
The Upper Storey
Technical Director
Huang Shu
The Upper Storey
Designer
Describe the brief from the client:
The Oxford English Dictionary is updated every year. However sales are lagging due to the influence of the internet and online dictionaries. To stop the decline and stimulate sales, our task was to find a way to engage consumers and make the dictionary relevant again. In short, we had to make people fall in love with the joy of using the English language.
Describe how the promotion developed from concept to implementation:
The strategy was to centre the campaign on the internet - the largest cause of the dictionary's decline. We created a hub where people could discover words and interact with them in unusual and humourous ways. By using words that were archaic but mysterious, we built up a "fan-site" for words that allowed visitors to use them, share them, wear them and shop for them. This ultimately led them to purchase a dictionary.
After almost a year of painstaking research, writing and re-writing, the promotion was launched via the web followed by executions in print, poster, ambient and public relations.
Describe the success of the promotion with both client and consumer including some quantifiable results:
From Singapore and Malaysia to the USA and the UK, the promotion has found fans all over the world. SaveTheWords.Org was featured extensively on talkback radio shows, on online TV shows such as CNET TV, on twitter.com, on major blogs such as lifehacker.com and even on HillaryClinton.com. To date, we have 13,839 registered adopters, over 22,000 monthly page views, and over 3 million website mentions. Ardent fans have been blogging and twittering their newfound words, and thereв?Ts even a fan website of photographs inspired by savethewords.org. Most important of all, sales of the Oxford dictionary have increased by 12.6% and we have cultivated a newfound passion for the English language and the Oxford dictionary at the very place that threatened it's existence.
Explain why the method of promotion was most relevant to the product or service:
As the internet is the major source of the decline in dictionary purchases, it was the ideal place to begin a promotion to address this decline. Lovers of words are naturally readers of websites, blogs and online newspapers. And word lovers enjoy being able to interact with words, test their knowledge and share that experience with others - this promotion allowed all of that to occur.
LISTEN
Type of Entry:
Product & Service
Category:
Charities, Public Health & Safety, Public Awareness Messages
Title:
LISTEN
Advertiser/Client:
KOREA HEART FEDERATION
Product/Service:
HEART DISEASE CAMPAIGN
Entrant Company:
CREATIVIA Seoul, KOREA
Sales Promotion/Advertising Agency:
CREATIVIA Seoul, KOREA
Creative Credits
Name
Company
Position
In-Suh Chung
Creativia
Creative Director
Jae-Ki Lee
Creativia
Creative Developer
Gun-Woong Choi
Creativia
Art Director
Ji-Hyun Lim
Creativia
Designer
Joo-Ho Chung
Creativia
Copywriter
Il-Jin Ko
Creativia
Copywriter
Sung-Hyup Cho
Creativia
Promotion Manager
Sung-Woo Lee
Creativia
Designer
Hanul Kim
Creativia
Music And Sound
Ignite
Creativia
Music And Sound
Seung-Joon Choi
Creative Commons
Media Artist
Min-Soo Shin
Hall And Pool
Media Artist
Mi-Ran Park
Design Hamm
Architecture And Interior
Sang-Joon Lee
D-O-E-S
Director
Hyun-A Yoon
D-O-E-S
Director
Seo-Yung Choi
Yes
Director
Describe the brief from the client:
The Korea Heart Federation (KHF)в?Ts biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill.
Describe how the promotion developed from concept to implementation:
Our concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, we developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to oneв?Ts own heartbeat. Then, we combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The в??Listenв?T campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced our campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participantв?Ts heartbeats will be kept in the в??Heart of Seoulв?T, Nam Mountain.
Explain why the method of promotion was most relevant to the product or service:
The key success to KHFв?Ts в??Listenв?T campaign was participation. The sound of a personв?Ts heartbeat through the в??Listen Deviceв?T was digital content connecting on-line and off-line campaigns and used as в??new-mediaв?T enabling active participation. By relating music and art to our hearts, we were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart.
VILLAGE WHERE NOTHING EVER HAPPENS
Type of Entry:
Best Integrated Promotional Campaign
Category:
Best Integrated Campaign Led by Sales Promotion
Title:
VILLAGE WHERE NOTHING EVER HAPPENS
Advertiser/Client:
CONECT: SPECIALIZED COUNCIL OF PAY TV THEMATIC CHANNELS
Product/Service:
PAY TV ADVERTISING/MIRAVETE VILLAGE
Entrant Company:
SHACKLETON Madrid, SPAIN
Sales Promotion/Advertising Agency:
SHACKLETON Madrid, SPAIN
Creative Credits
Name
Company
Position
Juan Nonzioli
Shackleton
General Creative Director/Copywriter
Juan Silva
Shackleton
Executive Creative Director/Copywriter
Carlos Janini
Shackleton
Copywriter
Carlos Alvarez
Shackleton
Art Director
Manuela Zamora
Shackleton
Audiovisual Production Manager
Cristina Cortizas
Shackleton
Producer
Luz GonzГЎlez/Lucia Angulo
Shackleton
Account Manager
Eva GalГЎn
Shackleton
Account Supervisor
Elvis Santos
Shackleton
PR Account Manager
Lara Garcia
Shackleton
PR Copywriter
Enric Nel-Lo
Shackleton
Interactive Executive Creative Director
Xavi De La Cruz
Shackleton
Digital Copywriter
Jaume Leis
Shackleton
Digital Art Director
Carlos Wassmann
Shackleton
Digital Production Manager
Daniel Rocasalbas/Carlos Jimenez
Shackleton
Digital Programming
Joaquin Garcia Morato
Shackleton
Digital Account Manager
Marta Selles
Shackleton
Account Executive
Pablo Gonzalez De La PeГ+a
Shackleton
Art Director
Irene Vidal
Shackleton
Digital Copywriter
Jordi RamГ?n
Shackleton
Digital Art Director
Describe the brief from the client:
Pay TV Thematic channels had spent 20 years running advertising campaigns talking about its advertising efficiency. In 2008, they were looking for a different reaction; it was time to stop talking about efficiency and start demonstrating it unequivocally through a real exercise involving 4 steps:
1) Choose an unknown and never-advertised-on-TV product.
2) Launch an advertising campaign only on Pay TV, with a clear call to action, getting attention for the product and its website.
3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.
4) Accredit Pay TV for the experimentв?Ts efficiency and announce it to the market.
Describe how the promotion developed from concept to implementation:
We headed for a challenge: create a different, unexpected tourism campaign amidst tourism campaigns that promise peoplelots of offers and activities, we chose to invite people to do nothing:
Our slogan was "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? COME TO MIRAVETE"
www.thevillagewherenothingeverhappens.com
Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included:
a) 3D virtual tour
b) Reservation office
c) Donations: buying tiles to restore the Church
d) Merchandising: doll replicas of the inhabitants, ringtones, screensavers.
e) Advergaming of the villageв?Ts most common activity: goat milking.
Describe the success of the promotion with both client and consumer including some quantifiable results:
- Amidst the current economic crisis, the thematic channels increased their advertising market share by a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7.5% of general TV Stations. (Infoadex/Sofres).
- 517,000 web visits.
- Estimated Publicity: 574,540в'¬.
- Awareness: 498% increase: before 390,840, after 1,568,700 (IMOP).
- Recall: 56% (CIMEC).
- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings).
- 650 links and references (YouTube, Facebook) (Infometrics).
- The two village bed & breakfast booked solid for 4 months.
Explain why the method of promotion was most relevant to the product or service:
The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a large, important city.
A few weeks later, Miravete had become a media and tourist phenomenon, attracting plenty of tourists and journalists.
The web and its features had simply thousands of users. The number of visits helped demonstrate the campaignВ?s impact. Subsequently, the в??Miravete Case Studyв?? was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.
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