Cannes Lions

CAUGHT RED HANDED

ACIDMEDIA, Madrid / IDEALISTA / 2013

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Everybody has been caught some time doing things they shouldn't in public. So... don't do it in the car. Get yourself a home through the lead real estate website Idealista.com.

Right after the first airing the spot became very popular (for obvious reasons) on YouTube. Then, we created a way of sending people to the clients web site and FB/TW. The tv channels didn't allow us to broadcast the ad before 22.00hr and we used this in our favor. We created a 5second blurry version of the ad and aired it during day time with a super saying: "We are not allowed to air this spot before 22.00hrs. If you want to see it now go to Idealista.com".

People were not able to wait to 22.00.

With this action the campaign got double success: the spot itself, and the teaser campaign sending people to the client website.

Outcome

The campaign was very successful. It was commented about all over. It was in the news of several countries (even though it was not broadcast there)!!! People watched the video on YouTube, totalling more than half a million views. People also started making their own versions of the commercial which gave more exposure to the campaign. Idealista is now, in the eyes of the consumer, the "real" leading brand in the market. The objective of this campaign was to establish their brand difference to their competitors. Everybody in Spain knows now what Idealista is and has higher brand appreciation since the campaign.

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