Cannes Lions

CORPORATE RESPONSIBILTY

SHACKLETON, Madrid / REALE SEGUROS / 2012

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Overview

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Credits

Overview

Description

REALE is an insurance brand whose claim is 'Real Life Insurance'. Under this claim they wanted to address society, clients and non-clients, with a campaign that would stand out from the rest of the insurance companies and demonstrate its commitment to protecting “what really matters”.We launched the 'Much Better Project', a project based on using the advertising budget to directly improve the reality of people. Transforming hard facts into branded content.

This year it assured the hopes and dreams of 50 children at Aldeas Infantiles SOS in Granada, Spain. Where there was once an unused garage, now stands the 'Wow Room' a space especially built and insured for dance, music, theatre, film, lectures, games and leisure.

After we acted, we spoke across all media using TV, print, outdoor, direct marketing and social networks.In addition, we launched www.proyectomuchomejor.com where anyone could recommend community outreach projects to protect important things. The most supported projects would come to life.

For the inauguration of the Wow Room, national and local media in Granada received a mailing shot of a teddy bear with a plaster cast on one arm containing press materials to maximise the project's reach.

The results surpassed Reale's expectations: Over 100 proposals from all over the world were sent in. The web received more than 260,000 visits. In less than 1 month, the brand’s new Facebook profile reached over 5,000 followers. The main sites of information and national news, communication, insurance information and economy reported news regarding the initiative.

Execution

10 days prior to the launch of the PR action information was compiled and press materials and media contacts lists were prepared. The press call was made to all local media on the day of the Hall’s inauguration event in Granada.During the launch event a mail shot was sent to general interest media nationally and locally, comprising 110 boxes, each box containing a teddy bear wearing a plaster cast and press materials (letter, press release and CD containing all of the audiovisual documentation). Industry media were sent a video VPR for the TV channels (national, autonomous and local) and a VNR for the digital media.Follow-up calls were made to ascertain correct receipt, obtain feedback, providing further information and manage possible news reports or interviews.On the days following the event we monitored all mentions in the media and produced follow-up reports which evaluated ROI and the VPE generated.

Outcome

- Over 100 proposals from all over the world aimed at defending important issues were sent in. Reale made a commitment to bring to life the most voted projects.- The web received more than 260,000 visits.

- In less than one month, the brand’s new Facebook profile reached over 5,000 followers.

- The main sites of information and national news, communication, insurance information and economy reported news regarding the initiative.

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