Cannes Lions

AGENCY SELF-PROMOTION

LEO BURNETT LISBOA, Lisbon / LEO BURNETT / 2009

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Overview

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Credits

Overview

Description

To gain the possibility of working with the big country investors, we developed an application that made everyone speak about opportunities, linking the idea to Leo Burnett.We created an application that erases the word “Crisis” and replaces it with “opportunity” in the majority of web pages. This generated a huge buzz, nationally and internationally.Media of almost 100 countries mentioned Leo Burnett. Every media referenced “Leo Burnett”. Locally, which was our principal focus, the application was mentioned in press, internet, radio and television, where we were interviewed by the economic diary news.Following the buzz, we contacted our prospects (email and direct marketing) saying: “The agency who made it possible for everybody to see the opportunities wants to work with you”At the end of the campaign we received 16 calls from our new business prospects, asking us our credentials.

Execution

The first step was to create the plug-in. In the record time of 7 days we developed the plug-in, the web page and the tools to communicate in press.Then we launched the news – first for the international media, that obviously attracted the local attention, underlining the coverage of the event. The local media explained in a detailed way the functioning and function of the application.After 3 days of being online, the plug-in got all the press talking about Leo Burnett and Opportunity, which we reported to our new business prospects through direct marketing and email.At the end of the week we launched a second press release communicating the impact results of the plug-in. This served to reinforce the act to the prospects.

Outcome

Media from almost 100 countries spoke about Leo Burnett. Every media made a reference to the name of the agency “Leo Burnett”. Locally, which was our biggest focus, the application was news in the press and on the internet, radio and TV, where we were interviewed by the economic diary news. By the end of the campaign we received 16 calls from new business prospects asking us for credentials.

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