Cannes Lions

DIESEL OIL HEATING

SHACKLETON AD, Madrid / CEPSA OIL COMPANY / 2006

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Overview

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Credits

Overview

Execution

A sequenced plan of actions to mobilise the condominium association by humorously simulating a POPULAR DEMONSTRATION in favour of RENEWING THE BOILER.1. Mailing badges to neighbours: message: NEW BOILER NOW!2. SMS text messages to neighbours and condominiums ex-presidents. “NEW BOILER NOW! Join the demonstration at next neighbours meeting. PASS-IT-ON” 3.Mailing “Demonstration Kit” •Banner “NEW BOILER NOW!”•Aerosol and templates for “wall claims”•Stickers •Funny advises for the success of any demonstration and correct utilisation of the previous materials•Benefits of a new boiler and the integral proposition of CEPSA

Outcome

Percentage response: 47% of acceptance of commercial representative interviews. 147% of target. Conversion to Sale Ratio: 18% conversion over the commercial interviews. 133% of the objective.

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