Cannes Lions 2009 - Ñåðåáðÿíûå ïðèçåðû â íîìèíàöèè 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 â??longneckâ?? bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle â?" 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 â?" a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of â??696â?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 monthâ?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 AntÃ?nio Junior Leo Burnett Lisboa Graphic Producer AntÃ?nio Franca Leo Burnett Lisboa Graphic Producer Marta GuimarÃ?es Leo Burnett Lisboa Account Director Inês Almeida Leo Burnett Lisboa Account Director Renata Ferreira Leo Burnett Lisboa Account Executive Federico Bosch Arc Worldwide Lisboa Digital Producer MÃ?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 canâ?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 Mallâ?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 thereâ?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.

UPLOAD CINEMA

http://work.canneslions.com/winners_media/promo/avp/00767_AVP.flv

Type of Entry: Product & Service Category: Travel, Entertainment & Leisure Title: UPLOAD CINEMA Advertiser/Client: FILM THEATRE DE UITKIJK Product/Service: CINEMA SCREENING Entrant Company: LOWE/DRAFTFCB Amsterdam, THE NETHERLANDS Sales Promotion/Advertising Agency: LOWE/DRAFTFCB Amsterdam, THE NETHERLANDS Creative Credits Name Company Position Dagan Cohen Lowe/DraftFCB Creative Director Dagan Cohen Lowe/DraftFCB Copywriter Jeroen Flink Lowe/DraftFCB Junior Copywriter Dagan Cohen Lowe/DraftFCB Art Director Nils Noltee Lowe/DraftFCB Junior Art Director Miriam De Kemp Lowe/DraftFCB Designer Eva Bodok Lowe/DraftFCB Designer Stefan Van De Geer Lowe/DraftFCB Animation Mark Vertegaal Lowe/DraftFCB Interaction Programmer Dagan Cohen Lowe/DraftFCB Strategy Barbara De Wijn Upload Cinema Strategy Irene Van Deijl Lowe/DraftFCB Account Esther De Kok Lowe/DraftFCB Account Sharoni Van Hulzen Lowe/DraftFCB Account Steven Van Hemmen Condor Editor Klaas Berings Most Original Soundtracks Music Composer Maurice Mikkers Photographer Describe the brief from the client: 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 â??multiplexesâ?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 â??quality cinemaâ?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 â??new generationâ?T of film fans to the De Uitkijk, a special film club was created: Upload Cinema. Itâ?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 â??Member Get Memberâ?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). Thatâ?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 â??the best of YouTubeâ?T to the big screen, two audiences met: a new generation of film fans discovers De Uitkijk and â??quality cinemaâ?T while an older audience discovered the â??wondrous worldâ?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 González/Lucia Angulo Shackleton Account Manager Eva Galán 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 PeÃ+a Shackleton Art Director Irene Vidal Shackleton Digital Copywriter Jordi RamÃ?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 experimentâ?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 villageâ?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: 574,540â'¬. - 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 campaignÂ?s impact. Subsequently, the â??Miravete Case Studyâ?? 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 thereâ?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)â?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 oneâ?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 â??Listenâ?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 participantâ?Ts heartbeats will be kept in the â??Heart of Seoulâ?T, Nam Mountain. Explain why the method of promotion was most relevant to the product or service: The key success to KHFâ?Ts â??Listenâ?T campaign was participation. The sound of a personâ?Ts heartbeat through the â??Listen Deviceâ?T was digital content connecting on-line and off-line campaigns and used as â??new-mediaâ?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 González/Lucia Angulo Shackleton Account Manager Eva Galán 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 PeÃ+a Shackleton Art Director Irene Vidal Shackleton Digital Copywriter Jordi RamÃ?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 experimentâ?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 villageâ?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: 574,540â'¬. - 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 campaignÂ?s impact. Subsequently, the â??Miravete Case Studyâ?? was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.

BABY MADE ON BOARD

Type of Entry: Best Integrated Promotional Campaign Category: Best Integrated Campaign Led by Sales Promotion Title: BABY MADE ON BOARD Advertiser/Client: DODGE Product/Service: DODGE JOURNEY Entrant Company: PROXIMITY BBDO Brussels, BELGIUM Sales Promotion/Advertising Agency: PROXIMITY BBDO Brussels, BELGIUM