Cannes Lions

Cinergía - Proyecto Tiempo

ARENA MEDIA, Madrid / GAS NATURAL FENOSA / 2018

Presentation Image
Film
Case Film
Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

After three editions, Gas Natural Fenosa wanted to overcome the success: we needed to raise awareness of the brand's sponsorship of culture and we had to connect those activities with the company's message/values promoted in their corporate communication channels. Specifically, we had to showcase messages about the brand's core communications theme: energy efficiency. With the project's name Cinergía, we connected both worlds: "cinema and energy" (in Spanish "cinema y energía") and which allowed a new communication strategy to be created around it.

Execution

With the fourth edition of Cinergía, we made a film starred by international actors performing the role of prescribers, promoting the responsible use of energy. They also served as influencers in their own right, since they provided their own channels as part of the campaign ecosystem.

The film would be the tip of a larger communications plan that connected creativity, contents and media thanks to a transmedia advertising strategy that was endorsed by media group Mediaset & Movistar+ with whom we agreed a media partnership. They disseminated and promoted the project through their television channels, radio stations, press and digital media.

As a part of this transmedia strategy, we also counted on Sylvia Salas, a Spanish youtuber & influencer who was the runner of Cinergía and who attended at all the events and press conference doing interviews to the celebrities. She published in her own social media profile as well.

Outcome

Thanks to another edition of Cinergía we managed to boost the brand's sponsorship activity, making their activities and projects known to the general public. According to a Millward Brown study, Gas Natural Fenosa took the number one spot for the third year running when members of the public were asked to recall Spain's foremost cinema sponsor, overtaking companies whose main business is audiovisual production/distribution, such as Mediaset or Atresmedia.

With the content of this fourth edition of Cinergía (film, makings of, previews, etc.) we achieved more than 32M views.

Thanks to the development of all these actions and the generation of news, buzz and earned media, we achieved over 507M advertising impacts, with a payback that exceeds 465% of the money invested in the action and its activation (ROI). Lastly, conversations in social media about "energy efficiency" rose by 33 per cent.

Similar Campaigns

6 items

Cinergía third edition

ARENA MEDIA, Madrid

Cinergía third edition

2017, GAS NATURAL FENOSA

(opens in a new tab)