Cannes Lions

AGENCY AWARENESS

JWT , Madrid / JWT / 2010

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Overview

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Credits

OVERVIEW

Description

Help the small businesses in our area, some of which have many years of experience yet do not have sufficient resources to communicate their business and products.

Execution

1. Shooting photos and posters of the first campaigns for four businesses. Shooting inside the premises and outdoors on the street. Material uploaded onto the web.

2) Shooting photos and posters for two new campaigns. Material uploaded onto the web.3) Shootings, photos and posters for three new campaigns. Material uploaded onto the web.Press inserts with discounts in businesses, banner campaign, posters in the street and in businesses, local mail drop.Offline and online action integration to be redirected to the web, using social networks as virality tools, creating fan groups in Facebook.In view of the media success obtained, we received requests from several communication agencies to visit premises and explain the project to them. With the approval of the businesses, regional and national televisions recorded features for programmes and mentions on TV (Telemadrid, TVE and La Sexta).

Outcome

a) A 12% increase in sales for the businesses involved in the campaign. Sales could be further increased with future advertising actions and promotions, with our help.b) Three features on TV, mentions on the radio. AND ALL FREE OF CHARGE!c) Google Analytics (www.callelapalma.com), 1.11,000 visits.Average time on the web: 3 minutesRebound percentage: 36%Main visits: Spain (9,882 visits), Brazil (177), UK (150), USA (104) ... and it was only in Spanish!c) Social networks: Facebook: 500 fans

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