Cannes Lions

MARCILLA COFFEE

OMD SPAIN, Madrid / SARA LEE / 2008

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

Entries

Credits

Overview

Execution

"Dolores Poso", an anonymous housewife and lover of coffee, started a real electoral campaign to get votes for Marcilla. Far from being content with her own TV commercials, she decided to infiltrate national programming breaking all traditional formats. Dolores became an uncontrollable presence, surprising and unpredictable, even transgressor. Any trick was valid: Dolores appeared among the audience, interrupting presenters or passing herself as a contestant!

Outcome

The brand uplifted 15% drop in sales but also achieved its maximum SOM.57% savings vs traditional spots. +8 points above average on awareness in the food sector.Dolores is no longer alone: she has more than 100,000 votes - more than what would be necessary to get two seats in parliament.

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