Cannes Lions

Hope for Sale

TAPSA | Y&R, Madrid / FUNDACION INTHEOS / 2016

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Overview

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Credits

Overview

Description

This time we don’t wanted to do a simple ad, we wanted to do something more. For that reason we decided to sell the ad space to all the brands that wanted to join our cause.

A double ad page in “Hola” magazine costs 50.000€, bur to appear in our ad brands only needed to pay 2.000€, 4.000€ or 6.000€.

Besides, we recorded videos with Marina, our host, inviting all major CEO of the most important brands in Spain to buy space in our ad.

Execution

• Implementation:

We launched 2 ads: the first for selling our blank ad space, and the second one filed with all brands that join the cause.

• Timeline:

4/2/2016 to 4/3/2016

• Placement:

"Hola" magazine and Internet, cinema, billboards and Newspapers.

• Scale:

1.000.000 magazines

Outcome

• Business impact:

More than 1.000.000€ donated.

• Response rate

45%

• Impressions:

More than 5.000.000

• Change in behaviour:

The brands that joined our cause put their differences and competitive spirit aside to help who need the most.

• Consumer awareness

consumers and brands joined the cause and currently remain committed to the foundation.

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