Localia should intensify its commercial efforts to prepare for an uncertain futureIts commercial activities until now have been solely directed towards media (who already know of its benefits). On this occasion they wanted to develop actions directed towards advertisersObjectives:a) Demonstrate the benefits of Localia through the advertiser’s point of viewb) Get the advertisers to contract directly through Localia or to solicit it through mediac) Get the contacts e-mail addresses to establish a future relationship - lead generationd) Make a good impression on the advertisers to generate a personal contact so they talk about Localia

To surprise them, we launched a promotion with a big prize, and to generate empathy, we presented a promotion making fun of ads from other products:We launched the biggest promotion in history with the prize of a year’s free advertising in Localia. The letter consisted of a big pamphlet with a big scratch and win piece, where we sent:A coin 20cms in diameter.When the advertiser used the big coin to scratch, they would find the code to participate in the contest. This has to be validated on the web site (also enormous).

Thanks to this action, Localia got:- A 29% increase in its advertising income in December 2007. (In comparison with December 2006)- 62 advertisers who had never before included Localia in its publicity plans used it for the first time- Recorded data from 932 marketing directors responsible for advertising and other 500 participants in Spain, and established a direct and ongoing relation with them, which will result in more advertising in 2008