Cannes Lions

BUENVIAJECEPSA.COM: SAFE ROUTES PLANNER

SHACKLETON, Madrid / CEPSA OIL COMPANY / 2009

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Overview

Entries

Credits

Overview

Execution

That’s how the first Internet Road Movie Series was born:Telmo & Luis - The Road Tasters.In April 2008 Cepsa hires Telmo García, specialist in curves and Luis Hernández, specialist in straight roads with a mission: to travel across the roads in Spain to find the safest route between two points.What better ambassadors for buenviajecepsa.com than curve and road tasters?We designed series poster and prints, as well as an online campaign, and a mailing to opinion leaders that introduced the road series with a collection of “mini kilometers” - the funniest milestones of each trip.

Outcome

• Portal visits: from 165,618 to 366,463. Increase 121% • Unique visitors: from 138,987 to 312,091. Increase 125%• Pages seen: from 452,885 to 866,026. Increase 91%• Total hits: from 10.948,215 to 21.689,313. Increase 98%• Free media coverage was 237.000€.

• The campaign appeared in some of the TV programs with the largest audiences, like Buenafuente, without cost.

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